Want Attention? Sue Coke

Given our crowded, noisy media, sometimes the only way to get attention is to sue somebody.

That explains the suit filed Wednesday by the Center for Science in the Public Interest against Coca-Cola claiming that the beverage giant is being "deceptive" in marketing its Vitaminwater as nutritious. Given how right the center is when it says that Coke's claims "shock the conscience," you almost can't blame it for suing. Almost.

After all, how many news outlets would pick up the story if the center had merely issued a press release stating that Vitaminwater is really just sugar water with a few vitamins thrown in as a way to hoodwink gullible consumers into thinking that it's some sort of health food? Probably none.

Still, using the courts just to get publicity, however widespread a practice it may be, is downright unseemly.

And yet, and yet. Coke is at least equally unseemly in its marketing of Vitaminwater (the name alone sets eyes to rolling). The center says that Coke's claims that the product reduces the risk of disease and strengthens the immune system are "nonsense," especially given that Vitaminwater is loaded with sugar, which when overconsumed can lead to diabetes, obesity, and other health problems.

Coke spokeswoman Diana Garza Ciarlante told the Journal that the lawsuit is "ridiculous," which it is, in a way. Equally ridiculous is her characterization of Vitaminwater as "a great complement to our often less-than-perfect diet" that can help people "get more of the vitamins and hydration we all need each day."

Need vitamins and hydration? How about a nice salad and a club soda?

Coke acquired Glaceau, the company that makes Vitaminater, in June 2007 for $4.1 billion—Coke's costliest acquisition ever. Since then, the product's sales have increased by double-digit percentages every quarter.

(Photo of Vitamin Water by Scott Olson/Getty Images)