Play a game of word association and there's fat chance (pun entirely intended) you'd pair "Coca-Cola" with "healthy". Perhaps that's exactly why the world's most valuable brand is pumping millions of ad dollars into convincing us it cares about our bodies.
The obesity debate certainly isn't going anywhere, particularly in Coke's native land. And let's not underestimate the drinks giant's powers of promotional persuasion. Remember that this is the company that helped create the modern image of Santa Claus.
We have every right to be skeptical - especially when we watch Elizabeth Cohen in the accompanying video, lining up the nine teaspoons of sugar equivalent to the intake from a single can of Coke. But the company does have an important point to make. For years, it has been offering less calorific concoctions designed to ensure that a moment on the lips needn't equate to a lifetime on the hips.
Many will call Coke hypocritical. The parade of slender soda drinkers we're treated to in its new promotional drive will only further fuel ire in some quarters. No, it's not realistic. But when was any memorable Coke campaign?
Let's take a moment to consider what the company should be doing. Standing on the sidelines of the biggest health debate in a generation? Or trying to raise awareness of all the options rather than giving top rank to what was once the "Real Thing"?
Whatever your opinion, the obesity conversation has just gained its most powerful voice to date.