With two-thirds of adults and one-third of school-aged children in the United States overweight or obese, New York City mayor, Michael Bloomberg, took action against the soft drink industry. Mayor Bloomberg banned big sugary drinks such as 7-11's mammoth 32-ounce "Big Gulp." The ban put a 16-ounce cap on fountain and bottled drinks sold at restaurants, theaters, and sporting events. While it applied to drinks having more than 25 calories per 8-ounces, it did not apply to 100 percent juice or milk-based beverages. Establishments serving fountain drinks feared a significant revenue drop because these drinks are often marked up 10 to 15 times their cost. Many consumers opposed the ban because they perceived it as further encroachment of the "nanny state." Even though this ban did not go into effect because a judge ruled that Mayor Bloomberg did not have jurisdiction to impose such a ban, he has already banned smoking in public parks and trans fats in restaurant foods, and required chain restaurants to include calorie information on menus. New York is not the only city taking action. The San Francisco city council passed the Healthy Food Incentive Ordinance, banning toys inside children's meals that do not meet strict nutritional standards. This leads many to ask, "What's next?"

Should marketers embrace the societal marketing concept with respect to foods or products that could be harmful to consumers? Discuss an example of a company embracing the societal marketing concept with respect to the obesity epidemic.