Bottles of Glaceau Vitamin Water show the words: "If you've had to use sick days because you've actually been sick, then you're seriously missing out."
Speaking on the BBC's Working Lunch programme, Lord (Digby) Jones, former head of the CBI, said: "The last thing in the world we need is the younger generation thinking they don't have to work.
"I would like a senior Coca-Cola executive to come on to TV, apologise and explain why they thought it was funny."
But, in a statement, the drinks company told the BBC: "This is clearly a tongue-in-cheek reference, very much in keeping with the humorous tone that Glaceau Vitamin Water has adopted with consumers right from its launch.
"We are not seriously suggesting people should call in sick when they are not and on [the] pack, we state: ‘Taking a sickie is very, very naughty'."
