GLOBAL: The Coca-Cola Co halts ads aimed at under-12s

By | 8 May 2013

Coca-Cola said it wants to be part of the solution to obesity

Coca-Cola said it wants to be part of the solution to obesity

The Coca-Cola Co has promised not to advertise to under-12s as part of a global pledge to fight obesity.

The soft drinks giant said today (8 May) that it will “market responsibly”, while including calorie content and other nutritional information on all of its products. Coca-Cola chairman & CEO Muhtar Kent said the company is “committed to being part of the solution” to obesity.

A Coca-Cola spokesperson told just-drinks the decision to not market to under-12s is not new for the company, "but we are committing today to scale this globally throughout all the 200-plus countries we serve”.

It means Coca-Cola will not buy advertising in programs that have audiences made up of more than 35% under-12s, the spokesperson said. “We are sensitive to the fact that children may also be watching programs with their family, and we make every attempt to ensure that our advertising is appropriate for a general audience,” the spokesperson added.

The firm has also promised to offer low- or no-calorie beverage options and support physical activity programmes in all of its markets.

The pledge is part of Coca-Cola's 127th anniversary celebrations.

According to its annual report, Coca-Cola spent US$3.3bn on advertising last year, the same amount as in 2011. The company is behind some of drinks industry's most well-known marketing campaigns, such as ads featuring Santa Claus in the colours of the Coca-Cola brand. The Coca-Cola spokesperson said no ads will be discontinued because of the pledge.

Asked if PepsiCo will match Coca-Cola's commitment, a spokesperson for the company said: "PepsiCo has global policies in place that restrict marketing to kids, remove full-sugar beverages from schools, and provide clear nutrition labeling. We plan to continue building on our progress."

It is not the first time Coca-Cola has pledged to tackle obesity. In January, the company launched an advert that warned consumers “If you eat and drink more calories than you burn off, you'll gain weight”.

Expert analysis

Coca-Cola Co, The in Soft Drinks (World)

The Coca-Cola Company slightly underperformed the world’s soft drinks market amid the recession in Western Europe and slow economic recovery in the US. It is actively expanding in low calorie carbonates to retain consumers and widening the use of natural sweeteners in its beverages. The part acquisition of Aujan will help TCCC to accelerate its expansion into the Middle East and Africa region and the full takeover of Innocent is likely to boost its position in premium juice in Western Europe.

Sectors: Corporate social responsibility (CSR), Marketing – advertising & promotions, Soft drinks

Companies: Coca-Cola Co, PepsiCo

View next/previous articles

Currently reading -

GLOBAL: The Coca-Cola Co halts ads aimed at under-12s

There are currently no comments on this article

Be the first to comment on this article

Related research

Coca-Cola Co, The in Soft Drinks (USA)

The company is looking to solidify its position as the top US soft drinks manufacturer by broadening its portfolio of non-carbonates offerings through deals like purchasing VitaminWater maker Glacéau in 2007, acquiring a minority stake in coconut wat...

The Coca-Cola Co in Health and Wellness (World)

The Coca-Cola Co (TCCC) is the leading player in both soft drinks and in HW soft drinks. The company’s strength is based on its diversity of category presence from HW carbonates to RTD tea and bottled water. This allows the company to benefit from va...

Coca-Cola Co, The in Soft Drinks (World)

The Coca-Cola Company slightly underperformed the world’s soft drinks market amid the recession in Western Europe and slow economic recovery in the US. It is actively expanding in low calorie carbonates to retain consumers and widening the use of nat...

Related articles

US: Craft Brew Alliance hires ex-Heineken exec as CMO

Craft Brew Alliance (CBA) has recruited a former Heineken executive as its chief marketing officer, a newly-created role.

Product Launch - US: Arizona Beverage's Arizona Water Enhancers

Arizona Beverages has entered the liquid flavour enhancer market with the launch of Arizona Water Enhancers.

Round-Up - NPD: Soft Drink Flavour Enhancers Look Like a Free-For-All in 2014

This month, Tom Vierhile from Datamonitor looks at the small but booming soft drink sub-category of 'flavour enhancers'; the 21st Century's answer to the squashes and cordials of yore.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page