CANTON, Mass. -- Soda got the ol' heave-ho from Reebok this month.
Let me explain.
In 2015, the athletic-wear company launched an initiative to reduce sugar intake in its headquarters in Canton, Mass. The general belief was that as a fitness company, Reebok needed to put its money where its mouth was.
“The goal for us here at Reebok is simple, to be the very best fitness brand in the world and to inspire everyone who touches our brand—consumers, fans and employees—to reach their potential. And our mission starts right here, with our own people,” said company president Matt O'Toole.
To achieve that goal, Reebok launched a consumer research effort, and the results—the Reebok 2016: Americans and Soda Attitudes and Behaviors survey—suggested Reebok's overriding goal was easier said than done.
"Survey findings showed that Americans are willing to risk life and limb in the name of their favorite soft drinks," the repost concluded.
- Nearly 30% of consumers surveyed said they would rather give up their pinky toe than give up soda.
- Three in 10 others said they would prefer to lose their jobs than kick the soda habit.
- And three out of five Americans admitted to having belched or farted in public immediately after drinking soda.
What did Reebok do as a result?
It literally showed the in-house soda machine the door (see video below) on March 10, rolling, carrying and shoving the vending machine out of the building as "part of a wider, drastic cut to products served at the Home of Fitness that contain added sugar."
It's probably no coincidence that Reebok's "See Ya Soda" campaign comes just as New York City officials begin discussions that could require restaurants to warn customers about the risks to diabetics of consuming foods with high sugar or carbohydrate contents.
I see both of these efforts as cautionary tales, for retailers, for consumers and for beverage makers.
The major soda makers have taken two routes to stem the decline of carbonated-soft-drink (CSD) sales, or at least the drop in earnings caused by that decline: preach moderation to consumers through packaging and marketing, or make sure their beverage offerings include the categories that have become CSD alternatives, primarily bottled water, sparkling water, energy drinks and iced tea.
Me? I drink way more soda than I'd like to admit—soda that's available gratis in the Winsight kitchen refrigerator—but I'm also really fond of my pinky toes. Something's got to give. As a retailer, make sure you're providing the alternatives that come with this evolution in lifestyles.
Steve Holtz, who writes the Fluid Thoughts blog, is the online news director and beverage editor for Winsight Media. He has been covering the convenience-store industry and the beverage category for more than a decade. Contact him at sholtz@winsightmedia.com.
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