Food companies shouldn’t be marketing their unhealthy products by associating them with physical activity and athletic performance. But that’s exactly what Coca-Cola did when it launched a TV ad during the Super Bowl that showed a young boy chasing his dream of becoming a professional football player — and then being rewarded with a full-calorie Coke after scoring a touchdown.

It’s great that Coca-Cola is no longer selling Coke in schools, but it’s time to stop all marketing to kids, including featuring kids in ads like this one: