Teaching Note | HBS Case Collection | March 2014 (Revised May 2014)

Demarketing Soda in New York City

by John A. Quelch


In 2013, New York City Mayor Michael Bloomberg tried and failed to institute a ban on serving sizes of large sugary beverages. Obesity posed a large public health risk to the city. Mayor Bloomberg's proposed ban was one of many attempts to combat the rising threat of obesity. The case discusses the efficacy of the proposed ban on large soda serving sizes in the context of the other anti-obesity initiatives crafted by Bloomberg's administration.


Quelch, John A. "Demarketing Soda in New York City." Harvard Business School Teaching Note 514-052, March 2014. (Revised May 2014.)