The folks who make and advertise Coca-Cola know obesity is an important health concern, and they're scrambling to position the iconic brand as part of the solution -- not part of the problem. A new commercial notes that the company has 180 low-calorie and no-calorie drinks -- including sports drinks, water and tea -- as well as small sizes as a choice. It also argues that sugary beverages aren't necessarily why people get fat. "If you eat and drink more calories than you burn off, you'll gain weight," the narrator says. Another new spot promotes exercise and refers to "140 happy calories" in a can of Coke.

The ads reflect growing pressures on beverage makers New York City this year will start limiting the size of soft drinks sold at restaurants, theaters and sports arenas. A similar move is pending in Cambridge, Mass. For its part, Coke notes that calorie counts are on the front of cans and bottles. It also posts calorie information on its vending machines ahead of a regulation requiring the move by 2014.

Naturally, critics say this is mainly about making money rather than making consumers healthy. "This is not about changing the products, but about confusing the public," says Michele Simon, a public health lawyer. "They are downplaying the serious health effects of drinking too much soda and making it sound like balancing soda consumption with exercise is the only issue." Dr. Harold Goldstein, director of the California Center for Public Health Advocacy, criticizes Coke for "spending millions on a P.R. campaign that will do nothing to combat obesity, diabetes and tooth decay."

Company says: "There's an important conversation going on about obesity out there, and we want to be a part of the conversation." -- Stuart Kronauge, Coca-Cola North America

Consumer advocate says: "The soda industry is under siege, and for good reason. This new advertising campaign is just a damage control exercise, and not a meaningful contribution toward addressing obesity." -- Michael Jacobson, executive director for the Center for Science in the Public Interest

Blogger says: "The ad is an astonishing act of chutzpah, explainable only as an act of desperation to do something about the company’s declining sales in the U.S." – Marion Nestle, blogging at foodpolitics.com