These stairs in Norway attempt to make the point that if you take the stairs, you may enjoy the extra calories in regular Coke. Seems counter productive for Coke to remind us that one is bad for us and the other is supposedly better (Movers don’t do “diet” drinks either). The beauty for Coke is that rather than reminding us that we shouldn’t be drinking sugar sweetened beverages, they show us that we deserve the reward for completing our activities of daily life. It’s bad enough when we binge after a workout because, “we deserve it” but now we’re giving ourselves “calorie credits” for doing that which we should be doing in the first place. This is just the sort of thing all the bureaucrats and policy makers get on board with when they want to feel like they are doing their part to help fight obesity.