marketing of sugar-sweetened beverages unveiled · 2017-01-26 · “it is a great honor for me to...

Marketing of sugar-sweetened beverages unveiled

Suzie Pellerin, Director February 2013

Feb 2013 Marketing of sugar-sweetened beverages 2

Quebec Coalition on Weight-Related Problems

Created in 2006

Sponsored since 2008 by A solid partnership (organisations and individuals) • Close to 250 partners from :

• Municipalities • Health professionals • Researchers • School districts • Environment professionals • Physical activity profesionnals • Etc.

Feb 2013 3

Mandate : • Obtain the required support • To make demands for changing legislation and regulations

and public policy in three strategic areas: • Agri-food industry • Sociocultural • Built environment

• In order to encourage the development of environments that help in making healthy choices and will contribute to preventing weight related issues.

Quebec Coalition on Weight-Related Problems

Marketing of sugar-sweetened beverages

Investments in Marketing Aggressive marketing

• The intensity of marketing foods that have high caloric values and low nutritional values is recognized by the World Health Organization (WHO) as an important factor in the obesity epidemic

In 2006, big business spent $4 billion in soft drink advertising. Coca Cola’s annual advertising budget: • In 2007, Coca-Cola spent 9.6% of its

revenue = $2.8 billion

4 Feb 2013 Marketing of sugar-sweetened beverages

Why target young people? Because of their direct (pocket money) and indirect (influence on parent purchases) buying power

• It seems that, each year, 4 million Canadian children, 2 to 12 years old, spend $1.5 billion of their own pocket money and influence the purchase of household items to the tune of $20 billion.

Young engaged consumer = faithful consumer

• "From cradle to grave" • “Targeting youths ensures the future of the

brand.” Coca-Cola Marketing Director, 1996

Viral capacity +++


7 categories of SSBs analyzed


Marketing mix or the 4 Ps

7

media.photobucket.com


Product


Multiplication and diversification of products


Packaging attractiveness

Suggestive names • E.g. Red Bull, Monster, Guru,

Hype, Pussy, Rockstar and Full Throttle.

Vibrant colours Formats for every "thirst"


Recommendations

Regulate all sugary drinks consistently and uniformly • On-going…

Ensure that packaging focuses on informing before persuading

Simplify the nutritional information Display clear and unambiguous warnings


Reducing the health risk of sugary drinks • Create a working group

on sugar

• Limit caffeine content • On-going…

Price


Price: an unbeatable argument for seducing young people

Price – second most influential factor in young people's food choices (after taste)


Variation in prices of selected items on a global inflation basis


Recommendation

Tax on Sugar-sweetened beverages with the revenue invested in prevention Promising and cost-effective measure according to: • The Institute of Medicine of the National Academies • The Organization of Economic Cooperation and Development

(OECD)

• The United Nations • The Yale Rudd Center for Food Policy and Obesity • Etc.


Placement


Placement

Supermarkets Convenience stores

Vending machines

Cafeterias Restaurants

Bars

Grocery stores

Arenas

Parks

Movie theatres

Internet

Television


Sugary drinks : always at your fingertips…

youtube.com/watch?v=AjSD1ujauYc

Feb 2013 18 Marketing of sugar-sweetened beverages

http://www.youtube.com/watch?v=AjSD1ujauYc�

Strategic placement!


Recommendations 1/2

Encourage : • retailers to review their display policy

• On-going… • Restaurants (especially fast food chains) to offer and

promote systematically healthier drinks

In municipalities : • Prohibit the sale of energy drinks in sports

establishments and places frequented by youth

• On-going… • Limit the distribution of SSBs in municipal

establishments and offer nutritious alternatives


Recommendations 2/2


Prohibit the sale of SSBs in provincial and federal buildings frequented by young people • Ex : hospitals, schools, national parks,… • On-going…

Prohibit the sale of energy drinks to those under the age of 18 y.o. • 87% of Quebecers in favour

Promotion


Promotion

Advertising Web sites Sponsorships Advergame Contests Philantropy More


Broadcast on all media platforms!

http://www.youtube.com/watch?v=QHWMXLiIj64


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Sponsorships (sports, music, arts…)


Association with celebrities

26

“It is a great honor for me to be ambassador of Pepsi Refresh Project ,” says Rochette. “I look forward to helping Quebecers make positive changes - it's a passion of mine.”

Feb 2013 Marketing of sugar-sweetened beverages

http://www.youtube.com/watch?v=D851FtXfr5I�

Product placement

In 2010, Coca-Cola invested nearly $12 million in placements and advertisements for the first American Idol in the winter and nearly $60 million for the full season Impact on food choice


Branded products


Advergame : Promote the brand through a game


In-game advertising : product placement in video games

Possibility of targeted advertising Different ads during parts Advertisements occur naturally Results of neuromarketing


Young people at the heart of communication

Viral marketing: • Use of social media • Specificity: consumers are becoming the main drivers of

brand communications

• Lower costs • Enormous potential benefits (Ex: more than 58 million fans

of Coca-Cola on Facebook)

• Rapid dissemination • The message has a positive connotation associated with its

prescription through knowledge


Social media & viral marketing


“Philantropy”


Creative and successful initiatives!


http://www.youtube.com/watch?v=lqT_dPApj9U�

Recommendations


Prohibit marketing to children • At a federal or provincial level

• In Quebec, modernize the enforcement rules of the articles 248 and 249 of the Consumer Protection Act

• Ensure sufficient financial resources and adequate structure

Create a committee to analyse ways of reducing the impact of SSBs promotion

Coca-Cola’s “obesity prevention” campaign


http://www.youtube.com/watch?v=zybnaPqzJ6s

Misleads the public into error stating that their products are like all other foods Focusses on the role of physical activity in obesity in order to divert attention from sugary drinks Tries to win public and political favors to counteract the increasing pressure for regulation

http://www.youtube.com/watch?v=zybnaPqzJ6s�http://www.youtube.com/watch?v=zybnaPqzJ6s�

Part of the solution? Really?

Feb 2013 37

The Honest Coca-Cola Obesity Commercial

• http://www.youtube.com/watch?v=bHhCP5ad-zM

Coming together Translated (CSPI)

• http://www.youtube.com/watch?v=RyeImvWtnr4

The Real Bears (CSPI)

• http://www.youtube.com/watch?v=myxwCEGcBYc

Marketing of sugar-sweetened beverages

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And for further information...


www.cqpp.qc.ca/en/priorities/sugar-sweetened-beverages/marketing

Thank you! Questions?

Contact : Web site : cqpp.qc.ca | Email : [email protected] Facebook.com/CoalitionPoids @CoalitionPoids Youtube.com/CoalitionPoids

Merci!

20 février 2013 Développer les compétences culinaires à l'école - Suzie Pellerin 39

http://www.cqpp.qc.ca/�mailto:[email protected]�http://www.facebook.com/CoalitionPoids�http://www.twitter.com/CoalitionPoids�http://www.youtube.com/CoalitionPoids�

Marketing of sugar-sweetened beverages unveiled�Quebec Coalition on Weight-Related ProblemsQuebec Coalition on Weight-Related ProblemsInvestments in Marketing Why target young people?7 categories of SSBs analyzed Marketing mix or the 4 PsProductMultiplication and diversification of productsPackaging attractivenessRecomm��RecommendationsPricePrice: an unbeatable argument for seducing young peopleVariation in prices of selected items on a global inflation basisRecomm��RecommendationPlacementPlacementSugary drinks : always at your fingertips…Strategic placement!Recomm��Recommendations 1/2Recomm��Recommendations 2/2PromotionPromotionBroadcast on all media platforms!Sponsorships (sports, music, arts…)Association with celebritiesProduct placementBranded productsAdvergame : Promote the brand through a gameIn-game advertising : product placement in video gamesYoung people at the heart of communicationSocial media & viral marketing“Philantropy”Creative and successful initiatives!Recomm��RecommendationsCoca-Cola’s “obesity prevention” campaignPart of the solution? Really?And for further information...Thank you! Questions?

marketing of sugar-sweetened beverages unveiled · 2017-01-26 · “it is a great honor for me to...

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