Live Positively: Coca-Cola’s CSR initiatives fall under the Live Positively banner, the authors write. The company has launched educational campaigns like ‘‘Balanced Living’’ and ‘‘Exercise is Medicine’’ to urge consumers to achieve healthy lifestyles, support charitable projects, like the refurbishment of basketball courts and school athletic fields in underserved communities. Among the many avenues through which Coca-Cola promotes Live Positively is on its line of 7.5-oz. mini-cans of Coke — a product that Slate’s William Saletan has called “the new light cigarette.”