"Coca-Cola makes you ill"
Brand ambassadors should think more about what they are achieving with their commitment. One-brand strategy (MK reported). For the campaign, Swiss celebrities were asked to show themselves in real life moments and in their natural environment with a bottle of Coke, an approach adopted by the "Gorilla" the Schifti Foundation and launched a counter-campaign. "We are very concerned that pupils are already drinking energy drinks for breakfast. Sweet drinks have a huge impact on health and can lead to hyperactivity. The strategy of the big companies is easy to see through: In order to showcase their products in an active lifestyle, stars are bought in as ambassadors and opinion leaders. However, the kids are not informed about the consequences of excessive consumption of these sweet drinks or light products," says Gorilla. The stars receive a lot of money, but they are not sufficiently aware of what they are doing with their involvement, which is why the Gorilla movement sounded the alarm and took action. In a sticker campaign, several Coca-Cola posters in Zurich were pasted over. "Drink tap water. 0.-" is now written there instead of the usual Coca-Cola logo.
The Gorilla team is committed to the health of young people.The celebrities' rethinkGorilla also works with celebrities. As Roger Grolimund, press spokesman for the Schtifti Foundation, notes, many professional athletes are turning away from the drinks companies and promoting drinking more water. "If you wear a Red Bull logo on your cap, you have to be aware of your role as a role model for the kids. Kids look up to you and don't think about what's really in that can. This world needs a sustainable and honest change, it's high time for that." Gorilla therefore considers itself lucky to have the support of athletes such as Virginie Faivre and Reto Kestenholz. "As a professional athlete, manufacturers of sweet drinks have never interested me, because my body is my most important asset. I drink water and not soft drinks, because energy comes from nature. After all, you don't give sweet drinks to plants either," is Faivre's statement.
