Sometimes the best gauge change is noting when entrenched interests try to spin the message to their favor.
Sugar drinks supply little beyond calories and research suggests that extra sugar have a negative impact on health that goes far beyond the additional calorie load. Researchers who are trying to fight obesity have been focusing on reducing sugary drink consumption as very low hanging fruit. While some proposals - like Mayor Bloomberg's - have been attached as an affront on personal rights, many other quieter measures are working in schools and businesses across the country.
Coca-Cola appears to be abandoning the position that this is a personal rights issue and is moving to projecting themselves as responsible corporate citizens who offer choice and openly state the caloric content of their products. They also seem to be suggesting that exercise is a good way to justify drinking the high sugar content drinks. While it is true that exercise can make some difference, it can take a half hour of vigorous workout to justify one 12 ounce drink...
But the important message is the perceived battleground has shifted - the mostly under-the-radar movement spurred on by organizations such as Yale's Rudd Center are having an impact.
Here is the new message from Coca-Cola - I wouldn't be surprised if this is their Superbowl ad