If obesity is an international crisis, sugar is increasingly cast as the chief villain. In response, Coca-Cola, the world's most valuable brand, has openly pressed moral 'reset', throwing itself into the drive for collective health improvement.

Thirty years ago, malnutrition and a lack of basic childcare meant infant mortality rates were high in Brazil – 8.3% in 1980. But while hunger now only affects 6.9% of the population, this doesn't mean they're healthy. Far from it, in fact: 51% of the country is overweight.

The World Health Organization wants to bring sugar consumption down to 26-32 grams a day. Is this really attainable when a single can of cola contains 40g? The road ahead might be long and bitter, but the war against sugar has already started.

Drinking tap water is inadvisable in Mexico. Cholera outbreaks in the '90s turned the nation into the world’s biggest consumers of soda. Now obesity concerns are driving a boom in bottled water. But will Coca-Cola’s new initiative be enough to win them the market?