There's an opportunity for you, challenger brand, to take advantage of the backlash against soda and create a little niche for yourself. Innovate around where the audience is, from Gen Y- and Z-ers to helicopter parents who couldn't imagine anything as toxic as soda touching their children's lips.
Politicians eager to raise more revenue for dwindling coffers caused in part by higher medical costs associated with obesity are now pigging out on the idea of implementing a "fat tax" of high caloric, sugary and fatty foods to curb American's unhealthy appetites.
Let's make 2012 the year we get smart about taxes, and tax less of those things we want more of, like jobs and income, and more of the things we want less of, like health damaging sugars. You can have your cake, just pay for it.
Americans must address the question of who will foot the bill for rising medical costs. Even as we complain about mounting healthcare bills, we are reluctant to adopt healthier lifestyle habits to reduce costs.