sip on this

Dew Process: PepsiCo Stunt Takes a Pop at Bloomberg's NYC Soda Ban

Posted by Mark J. Miller on September 13, 2012 10:55 AM

In the 1920s and early ‘30s of New York, as Prohibition ruled the land, folks didn’t have to go without a drink. There were speakeasies aplenty back on those days that would be happy to quench your thirst as long as you didn’t mind needing to remember the password, being ready to dump your liquor at the drop of a hat, and having a few extra bucks to help pay off any police that happened by the place.

The folks at Mountain Dew seem to think that New York City Mayor Michael Bloomberg is about to return the Big Apple to those long-gone days if his suggested bill — which could be passed today — winds up restricting consumers from buying sodas that are bigger than 16 ounces goes through. Some call it a gamble; Bloomberg says he’s looking out for the long-term health of his city’s dwellers and visitors.

The whole thing has got Mountain Dew execs and indeed the entire beverage industry agitated — and not because of the caffeine in their beverages, either. The PepsiCo-owned soda brand has teamed up with "cultural production" studio New York Art Department to plaster ads around New York City that say “Prohibition” and feature a 17 ounce, vintage can of Mountain Dew (long before it was abbreviated to Mtn. Dew). To drive the message home, a smaller message quips: “Also available in legal sizes!” 

On a more serious note, New Yorkers for Beverage Choices, an industry coalition backed by the American Beverage Association, says more than 250,000 New Yorkers have signed a petition. While small business and industry lobbying has failed to sway New York City’s Board of Health, which appears poised to pass the ban on Big Soda (update: it passed), you can be sure Bloomberg's public health watchdog is unhappy with another move Mountain Dew has made as well.

The soda maker is now selling Mountain Dew A.M., a combo of Mountain Dew and Tropicana orange juice, on Taco Bell's new FirstMeal breakfast menu. PepsiCo will announce another extension of the brand next year that will be sold in stores and includes juice, Mountain Dew Kickstart, the AP notes.

Just be sure not to drink more than 16 ounces of the stuff if you’re having it in New York, unless you’re in one of the new big-soda speakeasies, of course.


Soapy Johnson United States says:

It gets worse -- Mayor Bloomberg to ban cannibals in New York City from eating anyone over 5-foot-4 --

September 13, 2012 12:58 PM #

Sam United States says:

it's sad that the media is in the pocket of the (junk) food industry on this matter, as evidenced by their going along with the trivialization of this situation. The reader commentary above is no better or more mature.

But folks, this is no laughing matter. Its life and death on the line here. Go read up on the medical statistics in the country. The so-called "food industry" no longer sells real food. The majors make most fo their money are all selling factory-manufactured chemical cocktails spiked with sugar and salt. Why? It gives the industry minimum cost - and maximum addiction.

First this is not a ban on customers from buying more than 16oz of soda. Consumers can of course buy multiple units. What it actually is, is regulation forcing PORTION CONTROL on the sellers in the industry, which refuses to use common sense or show even a shred of social responsibility by dealing responsibly with its product.

In case anyone has had their head under a rock for the past half-century, there is an EPIDEMIC of obesity, diabetes and heart problems in the USA. Within that statistic cities such as NYC have it worst as the epidemic hits hardest with low income consumers, who basically live on the cheapest food - fast foods filled with sugar (diabetes), salt (heart disease & hypertension) and assorted chemicals.

Worse yet, said killer foods are ADDICTIVE, as the body craves them when overexposed. This is medical fact.  As such anyone selling junk food in megasize portions is no different than a crack dealer - they are petting something designed to get you to return, in ever increasing purchases until the product kills you.

The cost of all this is paid in skyrockering public and private heathcare costs, lost productivity at work and destroyed lives. En masse. All that so junk food companies can ring up a buck? Wow. Talk about the most gruesome free ride to profit.

So the industry deliberately IGNORES its own failure to self-regulate, and attacks the regulator mocking it and creating a red herring about "banning consumers" and making fun of the issue.

I understand why they do it - after all they have failed to act responsibly in the first place. But why the media is petting that self-serving agenda?. Oh wait a minute, guess who gets advertising revenue from the industry that peddles this death food. Oh, OK .

There's half the problem for most of America: no one has any intellectual capacity left). Nor the desire to even think for themselves in the first place. Even the most obvious and half-baked manipulation project can succeed in this atmosphere.

September 14, 2012 04:55 AM #

Mike United States says:

Sam, I couldn't disagree more with you.  You said it yourself, people can buy multiple units, and will do just that.  This size restriction is absolutely ridiculous.  Guess what, I drink a 32 oz. Coke or Mountain Dew everyday . . . have for the past 25+ years.  And you know what, I'm not obese, I don't have diabetes or heart problems.  You know why, because I (not the government) carefully choose what else I put in my body.  The government should focus on nutritional EDUCATION . . . not limiting the size of beverage one can sell.  It's ludicrous.  All these ridiculous laws and regulations do is make it even tougher to compete in an already tough market.  It will do nothing to protect the people.  You can't protect them from themselves.

September 14, 2012 10:19 AM #

Sam United States says:

Good for you Mike, but there is an epidemic out there. Something has to be done - fast.

In typical American fashion everyone wants to declare one solution to be the "magic bullet". Well that's just pure fantasy. There is no magic bullet. We need several tools, all at once.

One of those tools is portion control. We also need nutritional education. And the industry itself thinking and acting repsonsibly. The latter is totally not happening, so you cannot blame the Mayor for stepping in. We need all the tools. Now.

September 15, 2012 10:44 AM #

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