This document will provide a detailed analysis of Coca-Cola's public affairs campaign to fight obesity: Coming Together. The Coca-Cola Company, a global beverage leader, has the highest market share in the soft drinks industry with net sales exceeding $48 billion. As obesity has become a major American health concern, a combination of consumer skepticism about artificial sweeteners and accusations that soft drinks contribute to obesity has led to a decline in industry sales. This campaign was started because the company does not want to risk being labeled as an apathetic contributor to one of America's major health concerns. Its goal is to inform the public about Coca-Cola's efforts in corporate social responsibility through a call for the public to join in efforts to fight obesity. Obesity is one of the most concerning health problems in the United States. Statistics show that two-thirds of adults and one-third of children in this country are overweight or obese. Although there are many reasons that lead to obesity, the consumption of soft drinks is considered the main cause among a number of different factors. While the industry has been actively working to provide more low- and zero-calorie options and increase consumer awareness of the nutritional values ​​of soft drinks, simply offering low-calorie drinks is not enough. The company must improve communication to alleviate consumers' health concerns. To revitalize sales, the Coca-Cola Company faces a public relations challenge much like the one cigarette companies have faced for years. They need to find the balance between supporting anti-obesity efforts and continuing to sell the more popular products like Coca Cola and Diet Coke that many claim to contribute...middle of paper...is neglecting the media and health professions as key recipients. It is clear that Coca-Cola made no effort to communicate with these two groups early on, even though they are the main opinion leaders in this case. To truly solve the problem, Coca-Cola really needs to convince or at least provide enough evidence to this group so that their claims are true and credible before launching them to the general public. Another is the insincerity of the message. The second video highlighting Coca-Cola's 140 "happy calories" gives off a strong sense of insincerity due to its marketing attempt. The last is the unconvincing nature with which Coca-Cola approaches this problem. Being considered the direct cause of this problem, it is very unlikely that Coca-Cola's attempt at social responsibility, especially on this issue, will achieve any results due to its strong association.