How’s Coke Doing with Marketing to Children in an Anti-Obesity Message?

by Kara Monson, Account Supervisor

Label Man

Admittedly I love a refreshing can of pop from time to time. This goes back to childhood for me. My Mom would limit me to one pop a day as a treat…and there was nothing better than an ice cold Pepsi. At that time you could routinely buy pop in bottles… Drinks always taste better when in a can or bottle, right?

When I read this week’s news that Coke has made a global commitment across all media to not target children under age 12 for their sugar and high-calorie drinks, I was impressed by their ethics. Taking their initiative a step further, the company is encouraging physical activity programs, mini-cans and listing calorie counts for Coke products on packaging and even vending machines.

Ultimately it’s the parent’s or the child’s choice – perhaps even duty to determine whether to drink sugary beverages. This full disclosure from Coke presents consumers with the all the facts. It’s very honest of Coke to handle the anti-obesity message so directly.

Plus, since Coke is also marketing low-calorie or no calorie drinks, this move is self-serving. Perhaps this pushes kids to buy another Coke product but purchasing a healthier substitution. Very savvy marketing practices seen by Coke. Let’s see now what the other beverage brands do.