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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 +++
5 Feb 2013 Marketing of sugar-sweetened beverages
7 categories of SSBs analyzed
6 Feb 2013 Marketing of sugar-sweetened beverages
Marketing mix or the 4 Ps
7
media.photobucket.com
7 Feb 2013 Marketing of sugar-sweetened beverages
Product
8 Feb 2013 Marketing of sugar-sweetened beverages
Multiplication and diversification of products
9 Feb 2013 Marketing of sugar-sweetened beverages
Packaging attractiveness
Suggestive names • E.g. Red Bull, Monster, Guru,
Hype, Pussy, Rockstar and Full Throttle.
Vibrant colours Formats for every "thirst"
10 Feb 2013 Marketing of sugar-sweetened beverages
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
11 Feb 2013 Marketing of sugar-sweetened beverages
Reducing the health risk of sugary drinks • Create a working group
on sugar
• Limit caffeine content • On-going…
Price
12 Feb 2013 Marketing of sugar-sweetened beverages
Price: an unbeatable argument for seducing young people
Price – second most influential factor in young people's food choices (after taste)
13 Feb 2013 Marketing of sugar-sweetened beverages
Variation in prices of selected items on a global inflation basis
14 Feb 2013 Marketing of sugar-sweetened beverages
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.
15 Feb 2013 Marketing of sugar-sweetened beverages
Placement
16 Feb 2013 Marketing of sugar-sweetened beverages
Placement
Supermarkets Convenience stores
Vending machines
Cafeterias Restaurants
Bars
Grocery stores
Arenas
Parks
Movie theatres
Internet
Television
17 Feb 2013 Marketing of sugar-sweetened beverages
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!
19 Feb 2013 Marketing of sugar-sweetened beverages
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
20 Feb 2013 Marketing of sugar-sweetened beverages
Recommendations 2/2
21 Feb 2013 Marketing of sugar-sweetened beverages
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
22 Feb 2013 Marketing of sugar-sweetened beverages
Promotion
Advertising Web sites Sponsorships Advergame Contests Philantropy More
23 Feb 2013 Marketing of sugar-sweetened beverages
Broadcast on all media platforms!
http://www.youtube.com/watch?v=QHWMXLiIj64
24 Feb 2013 Marketing of sugar-sweetened beverages
http://www.youtube.com/watch?v=QHWMXLiIj64�
Sponsorships (sports, music, arts…)
25 Feb 2013 Marketing of sugar-sweetened beverages
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
27 Feb 2013 Marketing of sugar-sweetened beverages
Branded products
28 Feb 2013 Marketing of sugar-sweetened beverages
Advergame : Promote the brand through a game
29 Feb 2013 Marketing of sugar-sweetened beverages
In-game advertising : product placement in video games
Possibility of targeted advertising Different ads during parts Advertisements occur naturally Results of neuromarketing
30 Feb 2013 Marketing of sugar-sweetened beverages
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
31 Feb 2013 Marketing of sugar-sweetened beverages
Social media & viral marketing
32 Feb 2013 Marketing of sugar-sweetened beverages
“Philantropy”
33 Feb 2013 Marketing of sugar-sweetened beverages
Creative and successful initiatives!
34 Feb 2013 Marketing of sugar-sweetened beverages
http://www.youtube.com/watch?v=lqT_dPApj9U�
Recommendations
35 Feb 2013 Marketing of sugar-sweetened beverages
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
36 Feb 2013 Marketing of sugar-sweetened beverages
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
http://www.youtube.com/watch?v=bHhCP5ad-zM�http://www.youtube.com/watch?v=RyeImvWtnr4�http://www.youtube.com/watch?v=RyeImvWtnr4�http://www.youtube.com/watch?v=RyeImvWtnr4�http://www.youtube.com/watch?v=myxwCEGcBYc�http://www.youtube.com/watch?v=myxwCEGcBYc�http://www.youtube.com/watch?v=myxwCEGcBYc�
And for further information...
38 Feb 2013 Marketing of sugar-sweetened beverages
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?