6/3/2014

1

Spoons Full of Sugar:

How the Beverage Industry

Markets Sugary Drinks to Youth

Photo Credits: http://www.flickr.com/photos/58847482@N03/6184806262/sizes/l/

http://commons.wikimedia.org/wiki/File:Kids_with_Education_Tablet_Computers.jpg

Purpose:

• Give an overview of sugary drink marketing practices

that target youth

• Provide presentation materials that public health

advocates can use in their own work

How to use:

• Public health advocates are welcome to incorporate

any of the following slides into their own presentations

• The notes section of each slide contains background

information and analysis where necessary

• Full citations are listed at the end of the presentation

• Please give ChangeLab Solutions credit for slides

and analysis if you use any of these slides

About this Presentation

2

• Background: Sugary

drinks and youth

• Youth-directed marketing

practices

• Targeting African

American and Latino

youth

• Tangible solutions to

targeted marketing

Topics

3 Photo Credit: Creative Commons Flickr/jpellgen: https://www.flickr.com/photos/jpellgen/6933927080/

BACKGROUND:

SUGARY DRINKS AND YOUTH

6/3/2014

2

5

WHAT IS A SUGARY DRINK?

Photo Credit: Creative Commons license Flickr/jpellgen http://www.flickr.com/photos/setatum/4930781965/ 6

2 – 11 years 12 – 17 years

YOUTH

CHILD TEEN

DIETARY RECOMMENDATIONS

Youth should not

consume more than

3 – 8 teaspoons of

added sugar per day

Source: Johnson et al. 2009

Photo Credit: © ChangeLab Solutions

8

Maximum daily added

sugar intake for children

Regular soda

Energy drinks

Fruit drinks

Iced tea

Sports drinks

Flavored water Background

Sources: Harris et al. 2011; Johnson et al. 2009

Children and 12-oz Sugary Drinks

6/3/2014

3

9

Maximum daily added

sugar intake for teens

Regular soda

Energy drinks

Fruit drinks

Iced tea

Sports drinks

Flavored water Background

Sources: Harris et al. 2011; Johnson et al. 2009

Teens and 12-oz Sugary Drinks

10

Children and teens, especially

those who are African

American, Latino, and low-

income, are drinking a

disproportionate amount of

sugary drinks

Photo Credit: Creative Commons Flickr/BenRoffer

Daily Consumption of

Sugary Drinks

11 Background

70%

55%60%

40%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2-19 years 20+ years

Males Female

Source: Ogden et al. 2011 12

Race and Sugary Drink Consumption

in Children Under 2

Source: African American Collaborative Obesity Research Network 2011

6/3/2014

4

Calories consumed from SSBs

13

Daily Calories from Sugary Drinks

Source: Ogden et al. 2011

HEALTH CONSEQUENCES OF

SUGARY DRINKS

Photo Credit: Wikipedia: http://upload.wikimedia.org/wikipedia/commons/e/ee/Blood_Glucose_Testing_-_Kolkata_2011-07-25_3982.JPG

15

“Because of the increasing

rates of obesity, unhealthy

eating habits and physical

inactivity, we may see the first

generation that will be less

healthy and have a shorter

life expectancy than their

parents.”

Former Surgeon General

Richard Carmona

Source: American Heart Association 2014

Photo Credit: http://en.wikipedia.org/wiki/Richard_Carmona

YOUTH-DIRECTED

MARKETING PRACTICES

6/3/2014

5

17

"There is no reason to give a child a soda or

sugar-sweetened drink. Teens drink these

beverages because they taste good, give an

energy boost and they feel cool drinking

them. The powerful influence of marketing

and the targeting of young people cannot

be ignored here."

Samantha Heller,

Clinical Nutrition Coordinator

at the Center for Cancer Care, Griffin Hospital

Source: ChangeLab Solutions 2012

Photo Credit: ChangeLab Solutions

How do soft drink marketers target youth?

Each Year, the Beverage Industry

Spends:

18

$516 million on

youth-directed marketing

Source: Federal Trade Commission 2012

Photo Credit: http://hometestingblog.testcountry.com/?tag=teen-soda

Types of Beverage Marketing

19 Source: Federal Trade Commission 2012

213 ads

277 ads

406 ads

0

50

100

150

200

250

300

350

400

450

Preschoolers (2-5 years)

Children (6-11 years) Teens (12-17 years)

20

Sugary Drink and Energy Drink

Television Commercials Seen by

Youth per Year

Marketing Practices Source: Harris et al. 2011

6/3/2014

6

Rapid Growth in New Media

Photo Credit: Creative Commons License Flickr/Aperturismo http://www.flickr.com/photos/aperturismo/4488250788/sizes/l/ 22

Digital Marketing

Photo Credit: © 2014 ChangeLab Solutions

23

Mobile Media and Social Media

Marketing

Marketing Practices Photo Credit: Screenshot of Pepsi’s Twitter feed on http://www.twitter.com/pepsi

24 Marketing Practices

Celebrity

Endorsements

Source: http://www.rick.com/wp-content/uploads/2013/07/Pepsi.jpg

6/3/2014

7

TARGETING

AFRICAN AMERICAN AND

LATINO YOUTH

How do Companies Target African

American Youth?

26 Source: ChangeLab Solutions 2012

Photo Credit: Screenshot from http://www.sprite.com/basketball/sprite-dunk-gallery/

• Feature African American

spokespeople

• Sponsor:

- Basketball and streetball

events

- Hip-hop music tours

- Black History Month essay

contests

• Launch culturally specific

campaigns

• Target African American moms

27

• Sponsor community soccer

events

• Latino celebrities

• Latin pop music

• Spanish language

• Bicultural themes that play

on the mix of cultures and

language

• Provide Spanish-language

book covers to “Hispanic-

designated” elementary schools

Source: ChangeLab Solutions 2014

Photo Credit: © 2014 ChangeLab Solutions

How do Companies

Target Latino Youth?

Targeted Television Advertising

• Every day, African

American children see 81

percent more ads for

sugary drinks and energy

drinks on television than

white children

• Every day, African

American teens see 90

percent more ads for

sugary drinks and energy

drinks on television than

white children

Source: Harris et al. 2011

Photo Credit: Creative Commons License http://media.fooducate.com/blog/posts/Junk-Food-Commercial.jpg

6/3/2014

8

29

• Low-income Latino neighborhoods

have nine times the density of

unhealthy food and beverage

advertising than high-income White

neighborhoods

• Low-income African American

neighborhoods have six times the

density of unhealthy food and

beverage advertising than high-

income White neighborhoods

Source: Yancy et al. 2009

Photo Credit: © 2014 ChangeLab Solutions

African American and Latino

Communities Are Flooded

with Advertisements

Why do Companies Target

African American and

Latino Youth?

30 Photo Credit: © 2014 ChangeLab Solutions

TANGIBLE SOLUTIONS

Voluntary Pledges

32 Tangible Solutions Source: Kunkel et al. 2013

6/3/2014

9

Celebrity Marketing

Example:

The Drink Water campaign was founded by professional snowboarders

and encourages youth to drink water, rather than sugary drinks.

Photo Credit: Screenshot from http://www.wedrinkwater.com/pages/reason

34 Tangible Solutions

Incentivize Change

35 Tangible Solutions

Policy Solutions

For more information, visit:

www.changelabsolutions.org

Image Credit: © 2014 ChangeLab Solutions

6/3/2014

10

RESOURCES

SOURCES & ATTRIBUTIONS

African American Collaborative Obesity Research Network. 2011. Impact of Sugar-Sweetened Beverage Consumption on Black Americans ’ Health. Available online at: http://www.aacorn.org/uploads/files/AACORNSSBBrief2011.pdf.

American Heart Association. 2014. Overweight in Children. Available online at: http://www.heart.org/HEARTORG/GettingHealthy/WeightManagement/Obesity/Overweight-in-Children_UCM_304054_Article.jsp.

Andreyeva T, et al. 2011. “Exposure to Food Advertising on Television: Associations with Children’s Fast Food and Soft Drink Consumption and Obesity.” Economics & Human Biology 9(3): 221-233.

Armugam N. 2013. “White House Removes Petition Demanding Pepsi Spokesperson Beyonce Ousted From Inauguration Lineup. ” Forbes. Available online at: http://www.forbes.com/sites/nadiaarumugam/2013/01/20/white-house-removes-petition-demanding-pepsi-spokesperson-beyonce-ousted-

from-inauguration-lineup/.

Babey SH, et al. 2013. “Still Bubbling Over: California Adolescents Drinking More Soda and Other Sugar-Sweetened Beverages.” UCLA Center for Health Policy Research Health Policy Brief. Available online at: http://www.publichealthadvocacy.org/_PDFs/stillbubblingover/PolicyBrief.pdf.

Ballew C, et al. 2000. “Beverage Choices Affect Adequacy of Children’s Nutrient Intakes.” Archives of Pediatrics and Adolescent Medicine 154(11): 1148-1152. Available online at: http://archpedi.jamanetwork.com/article.aspx?articleid=352051.

Bortsov AV, et al. 2011. “Sugar-Sweetened and Diet Beverage Consumption Is Associated with Cardiovascular Risk Factor Profile in Youth with Type 1 Diabetes.” Acta Diabetologica 48(4): 275-282. Abstract available online at: www.ncbi.nlm.nih.gov/pubmed/21249401.

Brener ND, et al. 2011. “Beverage Consumption Among High School Students – United States, 2010.” Morbidity & Mortality Weekly Report 60(23): 778-780, 779. Available online at: www.cdc.gov/mmwr/preview/mmwrhtml/mm6023a2.htm?s_cid=mm6023a2_w.

Center for Science in the Public Interest. 2012. Beyonce Urged to Reconsider Pepsi Deal. Available online at: https://www.cspinet.org/new/201212181.html.

ChangeLab Solutions. 2012. Break ing Down the Chain: A Guide to the Soft Drink Industry. Available online at: http://changelabsolutions.org/publications/breaking-down-chain.

Federal Trade Commission. 2012. A Review of Food Marketing to Children and Adolescents – Follow Up Report. Available online at: http://www.ftc.gov/reports/review-food-marketing-children-adolescents-follow-report.

Flegal KM et. al. 2012. “Prevalence of Obesity and Trends in the Distribution of Body Mass Index Among US Adults, 1999-2010.” Journal of the American Medical Association 307(5): 491-7.

Germond C, et. al. 2013. “Regulation of Food and Beverage Marketing to Latino Youths.” Salud America! Available online at: https://salud-america.org/sites/salud-america/files/Healthier-Marketing-Research-Review.pdf.

Han E and Powell LM. 2013. “Consumption Patterns of Sugar-Sweetened Beverages in the United States.” Journal of the Academy of Nutrition and Dietetics 113: 43-53.

Harris J, Schwartz MB, and Brownell KD. 2011. “Sugary Drink Food Advertising to Children and Teens Score: Evaluating Sugary Drink Nutrition and Marketing to Youth. ” Yale Rudd Center for Food Policy & Obesity. Available online at: http://www.sugarydrinkfacts.org/.

Jacobson M. 2014. “Kwan Should Stop Spinning for Coke.” The Huffington Post. Available online at: http://www.huffingtonpost.com/michael-f-jacobson/healthy-living-news_b_4652136.html.

Johnson RK, et al. 2009. “Dietary Sugars Intake and Cardiovascular Health: A Scientific Statement From the American Heart Association. ” Circulation 120: 1011-1020. Available online at: http://circ.ahajournals.org/content/120/11/1011.

The Kaiser Family Foundation. 2010. Generation M2: Media in the Lives of 8-18 Year Olds. Available online at: http://kff.org/other/event/generation-m2-media-in-the-lives-of/.

Kant A. 2000. “Consumption of Energy-Dense, Nutrient-Poor Foods by Adult Americans: Nutritional and Health Implications. The Third National Health and Nutrition Examination Survey, 1988-1994.” American Journal of Clinical Nutrition 72(4): 929-936. Available online at: http://ajcn.nutrition.org/content/72/4/929.full.pdf+html.

Kranz S, et al. 2005. “Adverse Effects of High Added Sugar Consumption on Dietary Intake in American Preschoolers.” Journal of Pediatrics 146(1): 105-111. Abstract available online at: www.ncbi.nlm.nih.gov/pubmed/15644832.

Kunkel D, et al. 2013. “Food Marketing to Children on US Spanish-Language Television.” Journal of Health Communication 18(9): 1084-96. Available online at: http://www.rwjf.org/en/research-publications/find-rwjf-research/2013/05/food-marketing-to-children-on-u-s--spanish-language-

television.html.

Lasater G, Piernas C, Popkin BM. 2011. “Beverage Patterns and Trends Among School-Aged Children in the US, 1989-2008.” Nutrition Journal. 10: 103.

Ludwig DS, Peterson KE, and Gortmaker SL. 2001. “Relation Between Consumption of Sugar-Sweetened Drinks and Childhood Obesity: A Prospective, Observational Analysis.” Lancet 357: 505-508.

Madden M, et al. 2013. “Teens and Technology 2013.” Pew Research Internet Project. Available online at: http://www.pewinternet.org/2013/03/13/teens-and-technology-2013/.

Malik VS, Schulze MB, and Hu FB. 2006. “Intake of Sugar-Sweetened Beverages and Weight Gain: A Systematic Review.” American Journal of Clinical Nutrition 84(2): 274-288. Available online at: http://ajcn.nutrition.org/content/84/2/274.short.

Marshall TA, et al. 2003. “Dental Caries and Beverage Consumption in Young Children.” Pediatrics 112(3): e184-e191. Available online at: http://pediatrics.aappublications.org/content/112/3/e184.full.pdf+html.

Marshall TA, et al. 2005. “Diet Quality in Young Children Is Influenced by Beverage Consumption.” Journal of the American College of Nutrition 24(1): 65-75. Available online at: http://www.jacn.org/content/24/1/65.full.pdf.

Ogden CL, et al. 2011. “Consumption of Sugar Drinks in the United States, 2005-2008.” National Center for Health Statistics Data Brief 71: 1-8. Available online at: www.cdc.gov/nchs/data/databriefs/db71.htm.

Park S, et al. 2013. “Regular-Soda Intake Independent of Weight Status Is Associated with Asthma Among US High School Students. ” Journal of the Academy of Nutrition and Dietetics 113: 106-111, 109.

Pereira MA. 2006. “The Possible Etiology of Sugar-Sweetened Beverages in Obesity Etiology: A Review of the Evidence.” International Journal of Obesity 30: S28-S36. Available online at: www.nature.com/ijo/journal/v30/n3s/pdf/0803489a.pdf.

Powell LM, et al. 2011. “Trends in the Nutritional Content of TV Food Advertisements Seen by Children in the US: Analyses by Age, Food Categories and Companies.” Archives of Pediatrics and Adolescent Medicine 165(12): 1078-1086. Available online at:

http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3674770/.

Roberts DF and Foehr UG. 2008. “Trends in Media Use.” Children and Electronic Media 18(1): 11-37. Available online at: http://www.princeton.edu/futureofchildren/publications/docs/18_01_02.pdf.

Sohn W, Burt BA, and Sowers MR. 2006. “Carbonated Soft Drinks and Dental Caries in the Primary Dentition.” Journal of Dental Research 85(3): 262-266. Available online at: http://intl-jdr.sagepub.com/content/85/3/262.full.

United States Department of Agriculture. 2014. Local School Wellness Policy Implementation Under the Healthy, Hunger-Free Kids Act of 2010: Summary of the Proposed Rule. Available online at: http://www.fns.usda.gov/sites/default/files/LWPproprulesummary.pdf.

Vartanian LR, Schwartz MB, and Brownwell KD. 2007. “Effects of Soft Drink Consumption on Nutrition and Health: A Systematic Review and Meta-Analysis.” American Journal of Public Health 97(4): 667-675, 667. Available online at:

http://ajph.aphapublications.org/doi/abs/10.2105/AJPH.2005.083782.

Wang YC, Bleich SN, and Gortmaker SL. 2008. “Increasing Calorie Contribution from Sugar-Sweetened Beverages and 100% Fruit Juice Among US Children and Adolescents, 1988-2004.” Pediatrics 121: e1604-1614, e1607. Available online at:

http://pediatrics.aappublications.org/content/121/6/e1604.short.

Warner ML, et al. 2006. “Soda Consumption and Overweight Status of 2-Year-Old Mexican-American Children in California.” Obesity 14(11): 1966-1974, 1971. Available online at: http://onlinelibrary.wiley.com/doi/10.1038/oby.2006.230/full.

Woodward-Lopez G, Kao J, and Ritchie L. 2010. “To What Extent Have Sweetened Beverages Contributed to the Obesity Epidemic?” Public Health Nutrition 14(3): 499-509, 502-503. Available online at: http://journals.cambridge.org/action/displayAbstract?fromPage=online&aid=8093645.

Yancey AK, et al. 2009. “A Cross-Sectional Prevalence Study of Ethnically Targeted and General Audience Outdoor Obesity-Related Advertising.” The Milbank Quarterly 87(1): 155-84.