I'm a seasoned advertising/PR professional and this was a poorly communicated attempt by CEI to create a "parody" infographic. It looks like the idea of poorly paid twenty-something account executive from a PR firm supporting the CEI front-group.
CEI did not frame the context of the parody infographic properly on the infographic itself--rather, context was placed in the text of the blog. From a PR strategy standpoint, if the infographic image is separated from the blog post, the context is lost.
They failed at Social Media PR 101.
How? Well, CEI eventually acknowledged that their right-leaning audience did not understand the purported "joke" of the kale infographic.
Quote from the CEI blog:
"Update 8/7/2015: This post pokes fun at those who trust bogus, nutritional advice they find on the Internet. Unfortunately, some of you didn't quite get the joke. So, just to be clear, CEI is not claiming that kale or kale juice is unhealthy OR that people should over-indulge in drinking soda. Our point is consumers should not assess the quality of their diet or the diets of others on the basis of infographics or Internet memes. And, dearest kale-eaters, we have nothing against you, kale was simply the newest miracle-food fad that we chose to use to parody junk science, like the viral Coke graphic mentioned above."
Original blog post: https://archive.is/dJTRK
When fighting a losing battle, like Coca-Cola, the campaign, it's important to do several things:
1) Have diet academics as third-party sources for news and opinion
2) Influence news and opinion leaders through funding and other methodologies
3) "Own" the fact that there is a downside, but factually counter any arguments utilizing an argument highlighting "moderation." This places the onus back on the user.
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