A watchdog group is trying to shake up consumers' perception of soda with a provocative new ad. It turns the famously sweet Coca-Cola "Hilltop" jingle into a sour reminder with a message about the sugary drink, CBS News' Vladimir Duthiers reports.
The 1971 commercial had America feeling good about itself and the product it was trying to sell. The ad is so iconic it was even featured prominently, and positively, in the series finale of "Mad Men."
"Coca-Cola's 'Hilltop' ad, '(I'd Like) to Buy the World a Coke,' might be the single most famous commercial ever produced. And we wanted to use a little bit of media jiu-jitsu and turn it around," said Michael Jacobson, director of the Center for Science in the Public Interest.
"I'd like to buy the world a drink that doesn't cause disease," people in the ad sing.
The non-profit health advocacy group said it recruited people suffering from diseases related to soda consumption. Working with advertising and medical professionals, they remade Coke's ad, calling it "Change the Tune."
Coca-Cola declined CBS News' request for comment.
The American Beverage Association, which represents the soda industry, issued a statement saying, "Beverage companies are doing their part to make sure consumers have the information ... they need to make the choices that are right for them ... We've put clear calorie information on all of our cans, bottles and packs ... These are meaningful efforts that will have real and lasting impact."
Still, the people behind the commercial remake would like to teach the world to sing a new song.
"The industry is spending billions of dollars to encourage people to drink more, and the health side of the equation needs to get the message out to drink less," Jacobson said.
The soda industry has been on the defensive recently. Berkeley, California, voted in a soda tax in November, and many cities and states have been trying to do the same.