Coca-Cola [3]'s new advertising campaign - titled "Drink, Choose, Live" - is aimed at reassuring parents that it has products other than soft drinks. The company states, "If you're not in the mood for water, it's OK to also reach for something else you enjoy, like juice or a soft drink. Of course water is always the best choice; it's just not the only one." Earlier in the week, the company's Beverage Institute for Health & Wellness [4] organized a breakfast session for those attending the International Congress on Obesity in Sydney. One of those speaking at the session was John Foreyt, the director of the Behavioural Medicine Research Centre at the Baylor College of Medicine in Houston. High-sugar drinks, he complained [5], have been "demonised … it's a single-culprit theory."