"Coca-Cola engages in brazen consumer rip-off".
In an online poll conducted by the consumer organization foodwatch, almost a third of the 70,000 participants voted "Smartwater" the most brazen advertising lie of the year. The criticism: Contrary to what Coca-Cola suggests, it is no better than conventional mineral water - but costs up to seven times more. To justify this, the beverage company refers to a manufacturing process allegedly "inspired by clouds". The beverage company rejects "Golden Windbag" - supermarkets should take the cheating product off the shelves.
"Coca-Cola is brazenly ripping off consumers with its Staple food number one. In an effort to squeeze money out of consumers' pockets, Coca-Cola has come up with a harebrained processing method that sounds scientific but is completely nonsensical. The 'Smartwater' is just plain water, sold at a high price.", said Sophie Unger of foodwatch, election director at the Golden Windbag 2018. The consumer organization called for Coca-Cola to stop the advertising fairy tale - and at the same time took the food trade to task: Companies in the (German) retail trade should no longer be allowed to sell the advertising lie of the year. "Retailers are making a hefty profit from the cloudy advertising promises - this must stop. Retailers must clear the Coca-Cola mogul product from the shelves".says Sophie Unger.
Almost seven times more expensive than normal mineral water
Coca-Cola advertises its "Smartwater" product as "steam-distilled natural mineral water for a clear, fresh taste". Behind advertising slogans such as "inspired by clouds" is a simple process: the water is first evaporated and then recaptured, and lost minerals are later added back artificially. Foodwatch criticized the process as a nutritionally completely useless trick that consumers pay dearly for: At 1.65 euros (about CHF 1.85) per liter, the "smartwater" is up to seven times more expensive than normal mineral water.
Besides the Coca-Cola water four other products were nominated for the Golden Windbag 2018. Almost 70,000 valid votes were received in the voting period since the beginning of November.
The result in detail:
1st place: Glacéau Smartwater from Coca-Cola (21,235 votes, equivalent to 30.5 percent of the valid votes cast)
2nd place: Kids Tomato Ketchup from Force Heinz (19,547 votes, 28.1 percent)
3rd place: Corny milk from Schwartau (10,889 votes, 15.6 percent)
4th place: Frying oil olive from Dennree (9,398 votes, 13.5 percent)
5th place: Pea stew Good and Cheap from Edeka (8,546 votes, 12.3 percent)
Foodwatch awards the Golden Windbag for the eighth time. For the first time this year, consumers were able to submit complaints on the foodwatch complaints platform. Schummelmelder.de nominate candidates themselves in the run-up to the election. Four of the five nominated products were suggested by users: the products from Heinz, Schwartau, Dennree and Edeka. Coca-Cola's "Smartwater" was nominated by foodwatch.
Deception in the food sector
With the online voting for the Golden Windbag, foodwatch wants to draw attention to legal deception in the food sector and obtain better legal labeling rules. The consumer organization demands, among other things, a comprehensible nutritional value traffic light, a ban on misleading health advertising, and realistic product images and names. Previous Windbeutel award winners have included Danone's Actimel drinking yogurt (2009), Ferrero's Milk Slice (2011) and an instant tea for children from Hipp (2012). Last year, the negative prize went to a over-sugared baby cookie from the company Alete.
More links:
Results of the Golden Windbag 2018 election: www.goldener-windbeutel.de
Background paper with information about the election and all candidates
Film clips and TV statements on the Golden Windbag and to all products
Arte documentary"The lies of the food industry„
Phoenix film clip: "Sick from food„
ZDF film: "The latest tricks of the food industry„
Film clip NDR: "The biggest food lies„
