J.K. Rowling’s Harry Potter books have been praised for getting kids excited about reading. But if Coca-Cola has its way, the upcoming film, Harry Potter and the Chamber of Secrets, will encourage them to drink soda as well, according to the nonprofit Center for Science in the Public Interest.
The CSPI has launched a crusade to keep the company from using the popular property to market sugar and caffeine-laden beverages directly to kids. The group contends that Coca-Cola’s $150 million marketing agreement with Warner Bros. will only help fuel the childhood obesity epidemic.
While Coke products will not appear in the visual effects intensive movie, Harry Potter elements will show up on soda cans, packaging and game pieces.
The first "Save Harry" campaign, launched with the release of the first film, generated global media coverage and saw Rowling hit with 20,000 messages of protest.