Better Luck Next Time, Coke

Earlier this year, we talked about  The Global Energy Balance Network, a group organized to praise the benefits of exercise, and to assure us that sugary drinks such as Coke have nothing to do with the world's growing obesity problems. This group denied it had any connection to Coca-Cola. 

An investigation by the Associated Press proved otherwise:

The emails obtained by the AP through a records request showed Coke executives and the group's leaders held meetings and conference calls to develop the group's mission. A proposal circulated via email at Coke laid out a vision for a group that would "quickly establish itself as the place the media goes to for comment on any obesity issue." It said the group would run a political-style campaign to counter the "shrill rhetoric" of "public health extremists."

"Public health extremists?" Ouch. Wonder how that worked out for them?

(Following revelations about Coke's involvement with the group), The Global Energy Balance Network said on its website Monday night that it is "discontinuing operations due to resource limitations." The decision was effective immediately.

As much as I'd like to think that this would be the end of this particular tactic, if history has taught us anything, it's that there is no bad idea that won't be used again. I'm sure it won't be long before Coke thinks they've perfected a new strategy to spread their not-calories-exercise gospel.

How's that for "shrill rhetoric", Coke?