I developed an emotional connection with Pepsi in my childhood, thanks in large part to the endorsements it received from the likes of Imran Khan, Wasim Akram and Junaid Jamshed.
Unaware of the adverse effects of soft drinks, Pepsi even became my preferred drink when competing in local tennis tournaments as a pre-teen.
The dichotomous nature of cola consumption, strongly promoted by the soft drink industry and exacerbated by the Cola wars of the 90’s, naturally helped cultivate my aversion for Coke.
When the World Cup came to Pakistan in 1996, I was dismayed about Coca Cola being the official sponsor, though Pepsi’s innovative “There’s nothing official about it” counter-campaign gave me reason to rejoice.
The problem with emotions is that often the intensity of one’s feelings is directly proportional to irrationality in matters concerning the object of one’s affection.
So even when my taste buds sent strong signals to my brain that Coke tasted better than Pepsi when I was deprived of the latter by the canteen at my high school, I clung onto the brand that had resonated with me on a deeper, almost visceral level.
It took a few years before I outgrew my childish bias and began opting guilt-free for Coke before quitting soft drinks altogether in pursuit of a healthier lifestyle.
Obviously, that was a great decision.
Numerous studies — the ones not tainted by the sponsorship of the soft drink industry — clearly show a strong co-relation between consumption of sugary drinks and multiple ailments — including diabetes and heart disease.
Irresponsibility galore
Considering that soft drinks are addictive and are demonstrably harmful, one would think that soda brands would be prudent marketers.
But recent campaigns by Coca Cola, Pepsi and Sprite, which are predominantly driven by the bizarre idea that no meal is complete without stuffing yourself with your favourite soda, show a healthy disregard for ethics and belie a responsibility towards their consumers.
A quick scanning of the soda brands’ Facebook pages reveals the strategies they employ.
Coca Cola, for instance, aggressively promotes daily consumption of its product, ignoring the misery that is bound to afflict habitual consumers (Pepsi and Sprite are more subtle in their advocacy of daily doses).
The callousness of the brand’s approach is underscored by the fact that Facebook users include children as young as 13 years old.
It seems to have no qualms about marketing directly to children with lines such as Coke is a source of “happiness” for families and friends at mealtimes, and what could possibly make one unhappy about seeing their kids succumb to the allure of gulping down sugar syrups?
