Tiny Coke Can Is the New 'Light' Cigarette

Sneaky 'portion control' advertising blitz a cynical ploy: Saletan
By Harry Kimball,  Newser Staff
Posted Oct 19, 2009 5:15 PM CDT
The new 90-calorie sleek mini Coke can with its brawnier brother.   (AP Photo)
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(Newser) – The advertising blitz accompanying the release of Coca-Cola’s new 7.5 ounce “mini can” sounds suspiciously like the original pitch for light cigarettes, William Saletan writes. A company exec says the innovation “supports the idea of moderation and offers people yet another way to enjoy their favorite Coca-Cola beverage.” Oh, and people get the “taste they enjoy while managing their calories.” If that sounds fishy, Saletan argues, it is.

The rollout is a cynical ploy, Saletan writes on Slate. “You'll drink Coke mini for the same reason you already drink Coke: to sate your addiction.” It’s the same stuff, and what’s worse, the new cans will come in 8-packs. “If you don't get enough ‘sparkle’ from the smaller can, no problem,” Saletan writes. “Just open a second 7.5-ounce can,” and you’ll have had 20% more Coke—and calories—than in a regular 12-ounce can.