Coke's new campaign

Yesterday, Coca-Cola unveiled a new ad campaign targeted at fighting obesity. They are planning to launch a series of ads this week in the United States that highlight some of the new choices Coke is offering to their consumers. They are clearly marking the calorie content on the front of the packaging and offering more low calorie and no calorie options of some of their most highly consumed beverages. They are re-packaging the sodas into smaller serving sizes in an effort to do their part to end the obesity epidemic. Their first ad titled "Coming Together" was launched yesterday and  in a featured story on their website they state they will launch later this week another ad titled "Be OK."  Several well known blogs have touched on this today and many of the comments think this campaign is hypocritical on Coca-Cola's part. Other comments also feel like Coke is doing a good thing by telling the consumer to educate themselves on how many calories they intake. So what do you think about Coke's newest campaign? Hypocritical or good marketing sense? Both? I'd love to hear your feedback.