Foreword / Mark Bittman -- What is soda?: why advocacy is needed : 1. Sodas: what's 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.