Foreword / Mark Bittman

What is soda? : why advocacy is needed

1. Sodas : inside those containers

2. Soda drinkers : facts and figures

3. The sugar(s) problem : more facts and figures

Sodas and health

4. Dietary advice : sugars and sugary drinks

5. The health issues : obesity, diabetes, and more

6. Advocacy : soda-free teeth

The soda industry and how it works

7. Meet Big Soda : an overview

8. Obesity : Big Soda's response

9. Marketing sugary drinks : seven basic principles

Targeting children

10. Starting early : marketing to infants, children, and teens

11. Advocacy : stopping soda marketing to kids

12. Advocacy : getting sodas out of schools

13. Advocacy : getting kids involved

Targeting minorities and the poor

14. Marketing to African and Hispanic Americans : a complicated story

15. Selling to the developing world

16. Advocacy : excluding sodas from SNAP

"Softball" marketing tactics : recruiting allies, co-opting critics

17. Marketing corporate social responsibility

18. Investing in sponsorships and community partnerships

19. Supporting worthy causes : health professionals and research

20. Recruiting public health leaders : working from within

More "softball" tactics : mitigating environmental damage

21. Advocacy : defending the environment

22. Advocacy : protecting public water resources

"Hardball" tactics : defending turf, attacking critics

23. Lobbying, the revolving door, campaign contributions, and lawsuits

24. Using public relations and front groups

Advocacy : soda caps, taxes, and more

25. Advocacy : capping soda portion sizes

26. Advocacy : taxing sugary drinks (early attempts)

27. Advocacy : taxing sugary drinks (lessons learned)

28. Conclusion : taking action

Afterword / Neal Baer

Appendix 1. The principal U.S. groups advocating for healthier beverage choices

Appendix 2. National, State, and local campaigns to reduce soda consumption : selected U.S. examples.