Coke is the drink of choice in Papua New Guinea. The two most common billboards in the country seemed to be for a mobile phone company and Coca Cola. Coca Cola was the main sponsor for the Goroka show, and throughout the country, even at roadside stalls, there were cans and plastic bottles of Coke on sale. Coca Cola has been in the news a lot recently, often to do with changing dietary habits, as consumers become more health conscious. There is also an interesting interplay between advertising to create consumer demand for products, and companies introducing or modifying products due to changes in consumer demand.  Whether Coca Cola has a moral obligation to guide consumers to healthier options is an interesting question.