Article Details

« Back

New study says soft drink makers target Black and Hispanic teens and children

Big brands are capitalizing on minority youth

A new study reveals truths about soft-drink manufacturers’ marketing tactics that are anything but sweet.

A recent Yale study released Monday found that soft-drink makers are targeting black and Hispanic children and teenagers in their U.S. ad campaigns.

According to the report, released by the Yale University Rudd Center for Food Policy & Obesity, black kids and teens watched 80% to 90% more ads than white children.

Hispanic teens were exposed to 99% more ads than their white counterparts.

“Our children are being assaulted by these drinks that are high in sugar and low in nutrition,” said Kelly Brownell, co-author of the report. “The companies are marketing them in highly aggressive ways.”

Coca-Cola is the parent company for popular soft drinks like Sprite and Fanta, as well as for energy drinks and juices like Odwalla and Fuze energy drink.

In a statement to the Daily News, company spokesperson Diana Garza Ciarlante said that "the Coca-Cola Company has a worldwide policy that we do not market any of our products directly to children under the age of 12.

"The Rudd Center's findings contradict peer-reviewed research published in the August 2011 Archives of Pediatric and Adolescent Medicine, which found that between 2003 and 2009, the largest reductions in advertising to children (ages 2-5 and 6-11) were seen in the beverage category. ...Clearly, our Company and our industry are committed to responsible advertising and the numbers prove it."

According to Brownell, however, a big part of the increased number of thirsty viewers can actually be attributed to the move toward online interaction rather than traditional advertisements.

Coca-Cola, by far the most popular brand on Facebook, has more than 30 million fans, and website MyCokeRewards.com draws in millions of clicks each day.
 
---

Search top vendors, suppliers, services providers & more