I caught an interesting comment from Coca-Cola CFO Gary Fayard about the diminishing value of the 30 second commercial spot.

Such a major shift in communication strategy may seem like a leap, but it is far and away the best opportunity to Coke to survive – and even thrive – in a cultural climate that is becoming increasingly hostile to cola companies.

In our current Age of Transparency, words just aren’t enough, not for a brand like Coke that is fighting to prove it is not a contributor to a public health crisis.  They must bring their words to life, leveraging their resources to draw consumers off the couch and into physical lifestyles that can offset the concerns around their products.  And they’re already doing it.  They’re doing quite a lot of it, actually.

No brand is perfect, but the ones that face their weaknesses head on in this manner will find themselves better able to navigate the backlash.  Critics will always find concerns, but I believe that by embracing physical activity in their marketing efforts, Coke shows they are willing to negotiate with their consumers, to seek a medium where both sides can win.

If Fayard’s claim is true and this signals a strategic shift for Coca-Cola, both the brand and its consumers will be better off for it.