The biggest story in the global branding game over the past few months was the innovative partnership between Pepsi and Beyoncé–a deal that gives an unprecedented degree of creative power to the world’s biggest pop star. Mark Bittman may not think it’s OK for celebrities to sell soda, but that won’t stop Pepsi’s new frontwoman from dominating America’s biggest PR stunt, The Super Bowl.*
One thing you almost certainly won’t hear Beyoncé discussing in 2013: the relationship between soft drinks and obesity. A certain other soda, on the other hand, just announced plans to address the issue directly.
This surprises us as much as anybody, but Pepsico‘s mortal enemy Coca-Cola just took a first step into the public health fray by creating a campaign designed to address America’s obesity epidemic–all in the company’s own best interests, of course.