by Theodora Filis
Coca-Cola recently partnered with a dairy farm called Fairlife to launch a new brand of milk. “Who knew milk could be so spectacular?” grins Fairlife CEO in a marketing video. Lactose free, with 50% more protein and calcium and half the sugar of regular milk, it seems Coca Cola hopes to re-brand itself as a caring, family-friendly firm with ties to small dairy farmers. Coca-Cola’s North American chief, Sandy Douglas, said to a crowd at Morgan Stanley’s Global Consumer Conference last October that “It’s basically the ‘premiumisation’ of milk… We’ll charge twice as much for it as the milk we’re used to buying in a jug.”
The company’s marketing campaigns use words like `natural´, `health and `wellness´ to have us believe this drink is good for us. But don´t believe the hype – quick internet search exposes them to be pro-GMO campaigners masquerading as pro-natural family farmers, but this is clearly nothing more than a propaganda campaign to cover up their pro-GMO agenda. One reporter summed up the launch as “an hour long pseudo-discussion about how we can only feed the world with GMO’s”.
Aside from skepticism about a sugary, unhealthy soft drink company launching a “healthy” milk-based drink, Coca-Cola is also being criticized for their ads which feature a series of photos depicting skinny, blonde and brunette women wearing nothing more than a splash of milk.
Captioned, “Drink What She’s Wearing” and “Better Milk Looks Good On You,”The Guardian describes the campaign as a step backwards in terms of objectifying women through advertising.
“As if the images themselves weren’t insulting enough, these captions enhance the sexist undertones of a message supposedly intended to focus on health and nutrition,” wrote The Independent’s Ylva Johannesson in a critique titled, “Do we really need pinup girls to sell us drinks?”
Many dairy products are made from GMO materials. When livestock consumes GMO corn or other staples, this directly affects the constituents of the milk they produce – the same milk that is used to make a multitude of dairy products.
Coca-Cola’s claim that Fairlife is derived from sustainable, healthy practices is laughable, as Coca-Cola has blatantly showed NO regard for such practices in the past.