可口可乐的百年体育营销，正迎来生死存亡时刻

Core Viewpoint - The FIFA World Cup has faced poor ticket sales and minimal media coverage, leading to embarrassment for FIFA [1] - A public health organization, KBSO, is protesting FIFA's long-standing partnership with Coca-Cola, accusing the company of using sports to promote unhealthy sugary drinks [2][4] Group 1: KBSO Movement - KBSO is a coalition of health experts and organizations aiming to sever ties between major soda brands and sports events, emphasizing the need to protect consumers, especially children [2][5] - The movement has gained significant support, with 95 organizations backing it, including renowned medical institutions like The Lancet and Vital Strategies [5] - KBSO's previous campaigns have successfully garnered over 250,000 signatures, highlighting the public's concern over sugary drinks' impact on health [5] Group 2: Health Impact and Marketing - Reports indicate that sugary drinks have led to millions of disability-adjusted life years and deaths due to obesity and related diseases [5] - The KBSO movement's strategy includes exposing how soda companies use sports to enhance their image while downplaying health risks [12][13] - Coca-Cola's marketing heavily relies on a few high-impact articles, with 78% of media coverage during the Olympics being positive, ignoring health concerns [12][13] Group 3: Cultural Shift and Consumer Awareness - The shift in public perception regarding sugary drinks is attributed to increased health knowledge, leading to changes in marketing strategies [19][21] - Coca-Cola's advertising has evolved from promoting the drink itself to focusing on abstract concepts like lifestyle and emotions [21] - The KBSO movement reflects a broader cultural trend where consumers are increasingly wary of unhealthy products associated with sports [25][27]