Coke, CCE launching offensive against soda tax

Concerned about the possible imposition of a soda tax to help finance health-care reform, Coca-Cola and its biggest bottler, Coca-Cola Enterprises, are teaming up on a PR offensive.

The two Atlanta-based companies will be launching a print and digital campaign in seven key U.S. markets — Washington, D.C., New York, Los Angeles, Chicago, San Francisco, Boston and Miami, CCE Chairman John Brock said in an interview.

“You’re going to see a lot more from us in days to come,” Brock said.

He railed against the notion of a penny-an-ounce tax that has been suggested on sugary sodas as “discriminatory.”

The tax would add significantly to the cost of buying Coke’s sugary soft drinks, which could in turn depress sales. For example, the cost of a 12-pack, Brock said, would rise $1.44 on about a $3 base.

“That’s mind-boggling,” he said.

Coke and CCE will be focusing their message on consumer choice. Brock pointed out that many of their products contain no sugar.

Since Congress will ultimately decide whether a tax is imposed, the ad campaign is expected to include political publications and Web sites in Washington.

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32 comments Add your comment

Paul A

September 29th, 2009
10:36 am

Tax those sodas !!!! And tax that fast food !!!!

A penny per drink is way too low. Make it $.25 each. That’s right…. a quarter per 12oz drink.

Fat people beware – you are costing the rest of us. We’re coming after your fat butts with a vengeance. First it was the cigarette smokers and the alcohol drinkers…. you’re next !

Next it’s the fast food. Tax it at 33%. A quarter pounder meal should make the lard-a$$ buyer recognize what they’re eating and how destructive it is to all of our society.

Tax them until they scream and/or lose that weight. No Fatties !!!!!!!

If you won’t do it for yourself, the government MUST control your behavior.


September 29th, 2009
10:43 am

I agree with Paul A, ( excuse me while I pay the Pizza Man at the door )


September 29th, 2009
10:49 am

I think there comes a point in time when people need to take responsibility for themselves. I’m not fat, and I drink soda, in moderation. Why should I pay more for things because other people are stupid and guzzle soda all day and gain weight?


September 29th, 2009
10:51 am

COKE is so, so….liberal…..except when Coke gets hit with a TAX…..COKE is so hypocritical….TAX everything else…..but not COKE


September 29th, 2009
10:59 am

How about stopping the price supports and funding for corn, and redirecting that towards real food, such as vegetables or fruit? Or not spending it all?


September 29th, 2009
10:59 am

It is a penny per ounce not per drink. That would be 12 cents for a can and 20 cents for a 20oz bottle. Adding that cost to a twelve pack would nearly double the cost. Given that many poor people buy soft drinks (including store brands), this could have quite the impact on their budget.

Native Atlantan

September 29th, 2009
11:07 am

Once again, liberals trying to take down Capatalism and control our daily lives!


September 29th, 2009
11:10 am

soda isn’t the only factor for people being over weight, dnt think they should tax soda, its crazy. i enjoy soda every now and then, but not every day, and no im not fat. send the tax elsewhere.


September 29th, 2009
11:24 am

unbelieveable that there are still so many out there that actually want a socialist country !?!?!?
you should be taxed on every word you write or say in public, every time you don’t lock your door (stay safe now puppy dog), every time you play weekend sports (you will end up costing the rest of us when you get hurt), every … well I won’t waste my time on you any further … you already praise your “lord of the fines” and should move to iran when he does.

Keep It Real

September 29th, 2009
11:27 am

If thats the case, tax candy and see what happens to Halloween, candy canes at Christmas, tax Orange Juice and Fruit Punch… all of these things have SUGAR as well. Might as well tax Krispy Kreme Doughnuts..


September 29th, 2009
11:30 am

I will support a tax on soda as soon as others support draconian taxes on televisions, automobiles, video games, dvd players, personal computers and other devices which lead to a sedentary lifestyle. Would those of you who support a soda tax be willing to forego these items?

Average American

September 29th, 2009
11:39 am


Please help me I am now incapable of making decisions for myself. Please feel free to use the taxes collected however you best see fit, I know you will use the money in the most efficient way possible.

Average American


September 29th, 2009
11:41 am

Ridiculous. The people voted these clowns in and now let’s vote them out.

Robert Morton

September 29th, 2009
11:49 am

If you tax soda to help finance health care reform to the point that a 12-pack almost doubles, fewer people will buy it, which would result in less tax revenue for health care plans.


September 29th, 2009
11:53 am

Great idea! This is a way for people who chose to purchase unhealthy food products to additionally “invest” in their own future health care costs.


September 29th, 2009
11:54 am

Is soda not taxed along with everything else we buy? It is called “sales tax.” If we are out to tax eveything that people get pleasure from, look out…. What about those dancers were saw who just won a court case? TAX EM! Why not tax the politicians salary? Oh wait a minute, they just don’t pay it and that is acceptable. MORE TAXES is not the answer to everything….


September 29th, 2009
12:01 pm

I’m sick & tired of people I don’t know telling me what to do & then slapping a fine or a tax on me cause I don’t follow or agree their rules! I’m all grown up now, way over 50 years old. Worry about yourself only & leave me the hell alone!

go to

September 29th, 2009
12:17 pm

keep on with this B.S. eventually, a FAT GUY with a GOOD Attorney will SUE the hell out of the government for discrimination and in return, you dummycrats will have to pay more taxes for your racists ways!!


September 29th, 2009
12:20 pm

If the tax is based on sugary content, let’s put an extra tax on breakfast cereals, breakfast bars, ice cream, etc. Lets be real…my coke has 39g of sugar, but 140 calories; my breakfast bar has 15g of sugar, but 200 calories, 8 grams of fat, and 65 mg of sodium…go figure. We may as well just increase the sales tax on all food!

BTW, I drink 4-5 of those “sugary” drinks everyday, and I am NOT overweight…actually very fit!


September 29th, 2009
12:25 pm

At the risk of stating the obvious, there is no end to the rationalizations for more taxation.


September 29th, 2009
12:49 pm

Interesting. Mike Bloomberg had this idea for the city of NY, including adding taxes on many other “unhealthy” foods and drinks. It was touted as both a way to raise tax dollars as well as change personal behavior. Yet nobody accused Bloomberg of trying to tear down capitalism, or push some secret socialist agenda. That uproar appears to be saved for Obama. I won’t say race is involved, as that claim is far overused (although partly true). I blame it more on a fear of the unknown – Obama doesn’t look like all past Presidents and many in our country fear those that differ from them. The response is to lash out in anger and paranoia. I won’t accuse these people of racism however their ignorance is unquestioned.


September 29th, 2009
1:03 pm

@ Robert Morton,
Yes, more tax = less consumption=less revenue BUT
more tax also = less consumption=less obesity=less need for health spending.

As a dietitian, sugary drinks are the first place I look in a weight loss plan.

Also, cigarettes and alcohol are already heavily taxed in part because of their known detriment to health. While sugary drinks are not the only culprit in obesity, there is a correlation. Obesity costs this country a lot of money.
@ oldschoolatl…you may not be fat, but those sugary drinks are doing absolutely nothing for you nutritionally except calories.

Native Atlantan

September 29th, 2009
1:33 pm

Dan, you are an idiot and should shut up. I dont like Obama, not becuase of his skin color, but becasue he is an idiot!


September 29th, 2009
1:46 pm

Very insightful, Native Atlantan, very insightful. You really bring a lot to the dialogue. Explain to me the different reactions to the plan when proposed by Bloomberg compared to when it is proposed by the Obama administration. And if your response is to call everyone an idiot, you have further proved my point. Ignorance abounds.

Native Atlantan

September 29th, 2009
1:51 pm

Dan, I would just like to know where you got that this is a race issue? Playing the race card is getting pretty old.


September 29th, 2009
2:01 pm

Again, Native Atlantan, you hear/read what you wish to. I never said it was a race issue. I merely claim that some people’s reactions to Obama’s proposals are over the top. Both the left and the right are guilty of the same “politcally” driven practices. Yet the “outrage” directed at Obama rings a bit hollow when the same level of vitriol is not directed at other leaders.


September 29th, 2009
5:15 pm

Why not just make healthy food cheaper? I buy sodas because it is cheaper then juice I can buy a case of soda that last a week for the same price as a gallon of juice that last a day. If healthy food was cheaper poorer people would not be so unhealthy.

[...] to the Atlanta Journal Constitution, Coca-Cola is actuation a open relations crusade in at small heptad field U.S. cities, supported on [...]


September 30th, 2009
11:53 am

@Dan, i hear you…you are not alone, though i’m sure it seems that way a times.


September 30th, 2009
12:52 pm

We need a “stupid” tax. We could start with Congress and move up to the administration. And for all you control freaks out there, we could have a “control” tax.
I don’t smoke, but for those of you that do…ask the person complaining to wrap there mouth around the tailpipe of their car while you smoke for the same amount of time. Let’s see who walks away.
Get real folks…If you think you’re helping the situation by taxing…YOU ARE THE PROBLEM!


October 14th, 2009
5:48 pm



March 24th, 2010
10:20 am

i hate soda tax!!!!!!!!!!!!!