The Yale University Rudd Center for Food Policy & Obesity report I discussed last post discloses the youth market-grab that soda manufacturers are carrying out in an attempt to secure future sales. For a product like soft drinks, it’s all about brand loyalty, and people set their preferences early on. The big guns in the current soda marketing campaign are Coca-Cola Co and Dr Pepper Snapple Group Inc, the report found.
Successful companies study their markets and invest in wooing their top consumers, something to think about if you (or your child) fall into one of the following categories:
- Black children and teens saw 80-90% more ads than white children, including twice as many for the 5-Hour Energy drink and Coca-Cola’s vitamin water and Sprite.
- Hispanic children saw 49% more ads for sugary drinks and energy drinks on Spanish-language television, and Hispanic teens saw 99% more ads.
- In 2010, teens saw 18% more TV ads and heard 46% more radio ads for energy drinks than adults did.
- 21 sugary drink brands had YouTube channels in 2010, with more than 229 million views by June 2011. Coca-Cola was the most popular brand on Facebook, with more than 30 million fans.
- The most-visited websites operated by soft drink brands were MyCokeRewards.com and Capri Sun, which is owned by Kraft Foods Inc.