RESOURCE COLLECTION
Big Soda Tactics: Marketing
Sugary drinks are making us sick. See how the beverage industry uses marketing to maximize profits.
Big Soda targets African American and Latino youth
In 2010, African-American children and teens saw 80 to 90 percent more television ads for sugary drinks than their white peers. Beverage companies spend more than $28 million a year on marketing campaigns specifically targeting African-American and Hispanic youth ages 2 to 17.
In the words of Coca Cola’s Chief Marketing Officer Bea Perez: “We know that 86 percent of the growth through 2020 for Coca-Cola’s youth target market will come from multicultural consumers, especially Hispanic, and focusing on this segment is critical to the company’s future growth.”
Big Soda targets young children
Just as the tobacco industry used Joe Camel to lure kids, Big Soda uses cartoon characters like Coke’s cute and cuddly polar bears to appeal to their youngest targets.
In 2013, Coca-Cola Co. placed 38 million ads for products or promotions on children’s websites, despite promises they would not advertise these products to children.
A former Coca Cola executive speaks out on marketing sugary drinks to children.
Big Soda uses celebrity endorsements
Studies show that celebrities are paid to endorse unhealthy products. Big Soda spends billions of dollars each year to market their products and a key strategy is to use popular celebrities, musicians, and athletes to influence consumers.
Big Soda uses social media, games, and contests
Coke's Share a Coke campaign is touted as one of the most successful campaigns of all time. Not only did it boost sales, but it went viral on social media and led to contests and pop-up events to engage consumers.
Pepsi's "Local Eats Better" campaign capitalizes on consumer loyalty and community spirit. This contest allows consumers to nominate their favorite local restaurant and winning entries will be featured in a Pepsi campaign. Winners will have their favorite dish at their favorite eatery named in their honor.
In their own words...
“Vision 2020 is Coke’s plan to double its business by 2020… This aggressive plan is focused on dramatically increasing consumption of sugary beverages by young people using precision marketing that targets young people, mostly in Latino and African-American communities in the United States and developing countries abroad…”
-- Joe Tripodi, Chief Marketing and Commercial Officer for the Coca-Cola Company, marketing webinar on March 6, 2014 entitled “Winning the Hearts and Minds of the Global Millennial Generation"