2. Growing trend to capture market share via
promoting a good cause
According to 2006 Millennial Cause Study:
69% of Millennials will consider a company’s social
and environmental commitment when choosing
where to shop
89% of Millennials likely to switch brands as a
result of non-association with good cause
3. Food and beverage marketing to children and
adolescents has taken a recent shift
Marketing may have an especially powerful impact
on what food and beverages children consume
Promotion for food and beverages permeate the
daily lives of children and adolescents
4. Includes providing product ingredient and
nutrition information
Encouraging sensible, balanced diet and
active lifestyle decisions
Supporting tasteful, truthful and responsible
advertising and marketing
5. Active Healthy Living
Advertising and Marketing to Children Policy
Creating accurate, age-appropriate advertising
Global Nutrition Labeling Policy
Nutrition labeling and nutrition information on all
product packages
6. Social responsibility, consumer education
Provides consumer education through
packaging containing information on calorie
contents and other nutrition information
Other projects supported to address global
obesity epidemic and promote a healthy
lifestyle
7. One of seven core areas aimed towards
making a positive difference in the world
Low- and no- calorie products
Smaller portion sizes
Nutrition labeling
Support for activity programs
8. Coca Cola’s Advertising and Marketing to
Children Policy
No advertising directly at audiences consisting more
than 35% children under age 12
No brands’ marketing in TV, radio and print
programming made specifically for children
Encompassed global school beverage guidelines
Established Children’s Review Process to help guide
policy
Will publish compliance findings within corporate
sustainability report
9. Providing parents and caregivers with
necessary tools to make informed choices for
their children
Easy-to-access nutrition information on product
labels and online
▪ Nutrition Connection site on Coca Cola’s website
▪ Educational information
▪ Refreshment quizzes
▪ Videos and podcasts
▪ Links to additional helpful resources
Portion control sizes
10. To help address iron-deficiency anemia and
malnutrition in children in the Philippines
NutriJuiceTM – an orange juice fortified with iron,
zinc, lysine and vitamins A and C
Approximately 30,000 children have benefited
from consuming this product
To promote health and wellness education
“Apuntate a Jugar” (Sign Up to Play) – program in
Latin America
15. Build on fundamental strengths in marketing
and innovation
Drive increased efficiency and effectiveness
Generate new energy through core brands
that focus on health and wellness
16. The world’s largest distributor of non-
alcoholic beverages
The world’s most recognized family of brands
500 beverage brands
3,300+ beverages
200+ countries where products are sold
17. Encourage people to make informed choices and
live healthier
Display calorie count and key nutrients on food and
beverage products by 2012
Advertise to children under 12 only products that
meet our global science-based nutrition standards
Eliminate the direct sale of full-sugar soft drinks in
primary and secondary schools at the globe by 2012
Increase range of foods and beverages that offer
solutions for managing calories, like portion sizes
18. In U.S., will display total calorie counts on
products in line with U.S. Food and Drug
Administration (FDA) guidance and
regulations
Through European Union, introduced
nutrition labeling which includes calorie
counts on all products
19. Adopted worldwide voluntary commitment to
only advertise products that meet specific
nutrition criteria to children under age 12
Applies to TV, print or internet directed
towards audience consisting 50% or more of
children under age 12
20. Aims to help school offer wider range of low
calorie and nutritious beverages to students
Eliminates direct sale of full-calorie soft drinks
to elementary and secondary school students
Reducing sugars and fats in portfolio offerings
to reduce calories per serving and offering
portion- and calorie- control options for
several products
21. Marketing strategies should be driven not
only by growth, but by sustainable growth
i.e., Increasing bottom line and market share and
also by social well-being and responsibility
Promote the art of effectiveness and
efficiency simultaneously
i.e., Doing things right and doing the right thing
22. Food and Beverage Marketing to Children and Adolescents: What
Changes are Needed to Promote Healthy Eating Habits?, A Research
Brief, Oct. 2008 -
http://www.rwjf.org/files/research/20081103herfoodmarketing.pdf
The Coca-Cola Company, Our Strategy, http://www.thecoca-
colacompany.com/careers/our_strategy.html
Lloyd, Tracey, Coca Cola releases 2009 sustainability Review – Global
Beverage Producer Addresses Impacts of Business Operations, Nov. 16,
2009, http://www.suite101.com/content/coca-cola-releases-2009-
sustainability-review-a170218
PepsiCo 2009 Annual Report,
http://www.pepsico.com/annual09/human_sustainability.html
Responsible Marketing & Advertising, PepsiCo -
http://www.pepsico.com/Purpose/Human-Sustainability/Responsible-
Marketing.html
23. The Coca-Cola Company 2008-2009 Performance Highlights,
http://www.thecoca-
colacompany.com/citizenship/pdf/SR08_PerfHigh_I_II.pdf
The Coca-Cola Company, Nutrition Labels,
www.nutritionlabeling.thecoca-colacompany.com
The Coca-Cola Performance Highlights By Year, http://www.thecoca-
colacompany.com/citizenship/pdf/SR08_PerfHigh_Year_III_IV.pdf
The Coca-Cola Company, Responsible Marketing,
www.responsiblemarketing.thecoca-colacompany.com