Too close to Coke: FIZZ campaigners told to change their logo

But the logo has not impressed New Zealand’s food and grocery industry, whose representative body has urged FIZZ to modify the campaign’s logo.

“That logo looks almost identical in shape and colour to iconic curved Coke bottle silhouette pictures that can be found on the internet. It’s not fair that they’re singling out one drink in their campaign​,” said Katherine Rich, chief executive of the Food and Grocery Council.

“FGC welcomes discussion about how some New Zealanders take on too many kilojoules from beverages. We also support the freedom of FIZZ campaigners to express themselves and create all the logos and posters they like, but there’s no doubt in my mind what that iconic image in the current FIZZ campaign logo is​.”

Bodo Lang, a marketing lecturer who devised the campaign for FIZZ, branded it as New Zealand’s first anti-sugary drinks logo.

“Many organisations, events and leaders have asked for a logo that would allow them to show their commitment to being free of sugary drinks​,” said Dr Lang.

“Just like the smokefree/auahi kore logo allowed people to draw a line in the sand against smoking, this new ‘no sugary drinks’ logo will empower communities to lift their health and wellbeing. It’ll also send a clear message about the damage that excess sugar is causing​.”

Public polling shows growing support for a tax on sugary drinks—up from 44% in February 2014 to 83% in a NZ Herald​ poll earlier this year.

New Zealanders consume on average about 54kg of sugar per year. That is equivalent to 37 teaspoons of sugar per person per day—four times the recommended maximum.