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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

(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.

[Images (3)]

[Quotes (1)]

The new 90-calorie sleek mini Coke can with its brawnier brother. (AP Photo)

The new Coke mini can. (AP Photo)

A smoker lights up a "light" cigarette. (AP Photo)

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Public health advocates have already signaled their willingness to tax calorie-free soda...Compared with that endeavor, the assault on full-calorie mini cans will be a piece of cake. - William Saletan

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COMMENTS

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Showing 3 of 21 comments

Jezze

Oct 21, 2009 3:21 AM CDT

20%? more like 25%.

bewilderbeast

Oct 20, 2009 11:30 AM CDT

@Netstorm! and @toon! So I'm addicted to oxygen - and life. Please let's choose our battles. There are important ones to be fought. I KNOW I should eat better. Maybe one day I will. Until then I don't need govt or anyone else to kick up a fuss while ignoring more important matters. Let's get a public option going in healthcare.

bewilderbeast

Oct 20, 2009 10:53 AM CDT

Personal responsibility!! UnAmerican!! ------ (I do agree with the "stop subsidising corn syrup" call, though - time "free enterprise" stood on its own bragging legs).

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Science • Money

soda • calories • soft drinks • Coca-Cola • packaging • Coke • portion control • light cigarettes

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Tiny Coke Can Is the New 'Light' Cigarette