Coca-Cola sponsor ExpoMilano2015: very unEXPected!

“Feeding the Planet, Energy for Life” is the core theme of Expo Milano 2015. This common thread runs through all the events organized both within and outside the official Exhibition Site.
According to the official website infact:
 
Expo Milano 2015 will provide an opportunity to reflect upon, and seek solutions to, the contradictions of our world. On the one hand, there are still the hungry (approximately 870 million people were undernourished in the period 2010-2012) and, on the other, there are those who die from ailments linked to poor nutrition or too much food (approximately 2.8 million deaths from diseases related to obesity or to being overweight in the same period). In addition, about 1.3 billion tons of foods are wasted every year.
The mission of this great Exposition just seems to promote a sustainable lifestyle and to use the best technology to create a balance between the availability and the consumption of resources.

So, if Expo embodies all the values of the great change in terms of nutrition and healthy lifestyle, I ask WHY Coca-Cola is the official soft-drink partner of Expo Milano 2015?
And again: WHY Coca-cola, who represents instead the official enemy of most of the people who actually care of their health, has been chosen (together with McDonald’s) for this Great Exposition?
This mostly sounds like one of the “contradictions of our world” previously listed.
The bad news is that on the website they try to sell this choice as the most natural and obvious of the world.
The values of the Coca-Cola Company are mixed together with the history of the brand and the “silhouette of the historic glass Coca-Cola bottle”: it seemed like they used the old saying: if you can’t convince them, just confuse them!
But here the good news: Expo can’t fool us. At least, it can’t convince us that Coca Cola is the perfect sponsor for an event based on Nutrition like that only because it s involved in environmental initiatives.
Yes, because despite we are able to read the amount of sugar and zero nutrients on the “iconic”  Coca-cola bottle, we are also aware of the fact that Coca-Cola is a valuable company with great ideas:
The concept of the pavilion (located near Lake Arena and Padiglione Italia and designed by the Italian architect Giampiero Peia) is a synthesis of Coca-Cola’s sustainability model translated into the use of environmentally friendly materials and techniques.
This is also true for its designated purpose at the conclusion of the Universal Exposition which is already in the design phase. The building outlines the dimensions of a basketball court and, at the end of the exposition, the pavilion will be a new covered space that the local community can use for physical activities.
Visitors to the pavilion will be led along an interactive journey where they participate in the discovery of the Coca-Cola world, learning about the company’s values for what concerns three point very well explained on the website
  • local presence – to highlight that the Company is a global business that operates on a local scale, in every community where it does business.
  • energy balance – where visitors can learn about Coca-Cola’s efforts to enhance personal well-being, offering low or no-calories beverage options in every market, providing transparent nutrition information, and helping get people moving by supporting physical activity programs.
  • protecting the environment – to raise awareness about the company’s commitment to reducing the impact that its products have on climate change; from improving energy efficiency, to reducing the consumption of water, as well as its relative recycling and treatment.
Their commitment is absolutely admirable but at the end of the story (especially in the second point) the feeling that remains is that Coca-Cola is selling the poison and the antidote at the same time.
In a society in which, according to data from the Ministry of Health, the number of obese people has doubled since the 80’s, how’s possible that, we do accept that multinationals ‘junk food’ are sponsors of an event which aimed to be educational in the aspect of food and nutrition?
Sources:
Advertisements

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s