Coke and Pepsi Get Real with Calorie Counts

As PR professionals, we know that transparency is an important attribute for any marketing campaign or brand image. Embracing reality is a wise strategy–even if it means being candid with details that the public may find ugly, undesirable or disturbing.

A lack of transparency breeds doubt, suspicion and distrust. The public won’t remain loyal to any brand that greets challenges with obfuscation or employs evasive tactics when dealing with customers. Venerable soda brands Coke and Pepsi seem to understand these points, and they are now taking a big public relations step by offering calorie counts on vending machines that stock their beverages.

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