Coca-Cola may consider its long-running “Share a Coke” campaign a slump-busting success, but the customizable labels also give easy ammo to the company’s many detractors.

The most recent hijacking comes from the Center for Science in the Public Interest, a public health advocacy group, which managed to turn the marketing scheme on its head by ordering a bottle emblazoned with the phrase, “Share a Coke with Obesity.” The organization parlayed the custom design into a widely viewed public service video warning of the dangers of soft drinks.

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‘Share a Coke with Obesity’ campaign trolls Coke into creating an undermining label