Eye On Marketers

Marketing has a profound affect on the foods we eat and the beverages we drink, yet most of that marketing is for products we should avoid. BMSG monitors the media to help keep advocates informed of the tactics food and beverage companies use to target children, communities of color, and other groups that are particularly susceptible to the health harms these products cause.
Source: Food Dive
Wednesday, July 2, 2014

Big Food is using the World Cup as an opportunity to market a number of products extensively. Coca-Cola reports that this year's World Cup campaign, which includes the "Global Coca Coca-Cola Camp", a soccer camp in Sao Paulo, is the largest ever. Other marketing strategies include a sponsorship from Budweiser, the "official beer of the World Cup," and a campaign from Pepsi featuring notable soccer players.

Source: Media Post
Wednesday, July 2, 2014

General Mills released a recent ad featuring Grumpy Cat and Honey Nut Cheerios mascot, BuzzBee. The ad shows BuzzBee convincing Grumpy Cat to eat the cereal, which is an example of General Mills trying to convince customers that Honey Nut Cheerios is "the cereal that families can agree on as a great breakfast choice." General Mills is also using Grumpy Cat on Twitter and Facebook to promote the cereal to Millennials.

Source: McDonald's
Tuesday, July 1, 2014

The three-day Essence Festival, co-sponsored by Coca-Cola and McDonald's, gives the companies a chance to market their products to communities of color by giving away free samples, and portraying themselves as being involved in the community. The festival brings together popular performers and speakers from the African American community.

Source: Media Post
Tuesday, July 1, 2014

Denny's and Atari have together created a "Denny's-branded, remixed versions of classic Atari video games." The digital marketing campaign targets "Gen X consumers with families" with classic video games and images.

Source: USA Today
Tuesday, July 1, 2014

The promotion of the "Proud Whopper" is a tactic of Burger King to strengthen ties with the LGBQ community and Millennials. During the San Francisco Pride Parade, Burger King sold rainbow-wrapped Whoppers that said, "we are all the same inside."

Source: PR Newswire
Monday, June 30, 2014

As one of their "bold missions" to market their products to youth, Doritos recently revealed its three mystery flavors as "Spicy Street Taco, Chocolate Chipotle Bacon, and Carribean Citrus Jerk." The Bold campaign encourages youth to "seize the moment and live boldly" - a strategy to associate the products with exciting and appealing lifestyles.

Source: CNW
Monday, June 23, 2014

Coca-Cola Canada is sponsoring rising Canadian tennis star, Genie Bouchard to demonstrate their commitment to "encouraging active, healthy living." Bouchard signed a three-year agreement that will put her at the center of a national promotion campaign.

Source: PR Newswire
Friday, June 20, 2014

Large food and beverage companies such as Pepsi are known to sponsor large entertainment events that demonstrate and deepen their ties with communities of color while promoting products. For example, this past weekend was the annual African American Festival in Baltimore, which was sponsored by Pepsi. The event included music performances from prominent African American musicians such as, Brandy, and empowerment seminars.

Source: PRNewswire
Thursday, June 19, 2014

Food and beverage marketers are constantly looking for new ways to appeal to their consumers, and one tactic is teaming up with the entertainment industry. The new film 22 Jump Street targets young adults and MiO is creating a sweepstakes in conjunction with the movie to market their product. A representative for the company states, "MiO is all about giving our fans the freedom to make it original by customizing the perfect beverage, so naturally we're giving them the same power to customize their very own sweepstakes."

Source: Adweek
Tuesday, June 17, 2014

Amid health concerns about their products, companies such as Coca-Cola and McDonald's are using marketing efforts that focus on branding and are no longer simply limited to the product. For example, McDonald's boasts that its Happy Meal promotes an "active play lifestyle." However, public health advocates and others view these tactics as deceiving to consumers, particularly children.

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