Aussies Call Out 'Myth-Busting' Coke Ad

Coca-Cola ran an ad in Australia recently that it probably never would have tried to run in the United States. As it turns out, Coke shouldn't have tried to run it in Australia, either.

The newspaper ad, sponsored by Coca-Cola South Pacific, depicted a wholesome-looking Kerry Armstrong (Aussie actress of Dynasty fame). Speaking as "a mum," Armstrong says in the ad that she's out to smash the "myths and conjecture" surrounding Coke: that it makes you fat, rots your teeth, and is packed with caffeine.

Last week, the Australian Competition and Consumer Commission cited a number of problems with the ad, based on the facts that Coca-Cola (KO) makes you fat, rots your teeth and is packed with caffeine.

Coke says it did not intend to mislead anyone and that it will introduce new ads.

According to the commission, "Coke's messages were totally unacceptable, creating an impression which is likely to mislead that Coca-Cola cannot contribute to weight gain, obesity and tooth decay."

The ad's language was carefully crafted, just not carefully enough. Each of the "busted myths" was explained away with logically-sounded illogic. If you brush your teeth, Coke won't rot them, according to the ad. "No one single product makes you fat," and hey, lots of drinks contain caffeine and Coke has less than some others.

But the commission decided that since Coke contains sugar, carries a lot of calories, and has a good amount of caffeine in it, the company shouldn't try to say otherwise.

What's interesting here is that in the United States, Coke might have gotten away with running such an ad without fear of government censure. But the company probably would never have even tried because it would have instantly become the target of widespread derision and fun-making.

By the way, if "goofy Coke ad in Australia" has a familiar ring, it's probably because of the incident in 1995 where an advertising artist snuck a subliminal depiction of oral sex into a print ad for Coke's then-new contoured bottle.