Accordingly, from its $82 million raised in philanthropic funds, "$6.7 million or 18% was directed to innovative physical activity and nutrition education programs, ranging from the restoration of walking trails and biking paths through the National Park Foundation to support for the Great Fun2Run Program, a curriculum-based program in England that guides teachers, students and their families on the benefits of healthier active lifestyles." (CCC, 1) This constitutes a significant counterpoint to the way it is seen today, largely as a major contributor to this crisis. According to the 2009 published outline of its intended role as a more ethically oriented corporate entity, Coca-Cola reports that "we aspire to help people around the world lead active healthy lives through the variety and availability of the beverages we produce; our assortment of package sizes; the ingredient, nutrition and health information we provide; our responsible marketing practices; and our support for physical activity programs. We also support health and wellness education programs in certain countries around the world to help empower consumers to achieve active healthy lifestyles." (CCC1, 13)

The primary imperative for the research here is to connect this imperative more explicitly with Coca-Cola products and with the Coca-Cola brand. Other...

This should produce a new marketing campaign in which Coca-Cola, and associated beverages and snacks, may be more explicitly connected to engagement in sporting events and outdoor community activities.
Works Cited:

Coca-Cola Company (CCC). (2009). The Coca-Cola Foundation Seeks Bids for Summer Youth Activity and Nutrition Education Programs in the State of Alabama. Corporate Social Responsibility Wire. Online at http://www.csrwire.com/press/press_release/22457-the-Coca-Cola-Foundation-Seeks-Bids-for-Summer-Youth-Activity-and-Nutrition-Education-Programs-in-the-State-of-Alabama

Coca-Cola Company (CCC1). (2009). Live Positively: Our commitment to making a positive difference in the world. Corporate Social Responsibility Wire. Online at http://www.csrwire.com/reports/report/1145-Live-Positively-Our-commitment-to-making-a-positive-difference-in-the-world-

CSRWire. (2010). CSR Profile of Coca-Cola Company. Corporate Social Responsibility Wire. Online at http://www.csrwire.com/members/profile/12216-Coca-Cola-Company-the