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: Black PR Wire
Friday, June 13, 2014

As the 2014 World Cup starts up, Coca-Cola has announced that it will be partnering with African-American soccer star DeMarcus Beasley "to promote the passion and benefits of soccer to African-American youth." However, what the blog post does not mention is that Coca-Cola will also be using this partnership to promote sugary drinks to African-American youth. As part of the campaign, the soda company will donate soccer balls to schools (with Coke's logo prominently displayed, presumably) when consumers enter product codes on a special website.

Source: AdWeek
Thursday, June 12, 2014

Corona Extra is implementing its "most ambitious marketing program to date" by using bilingual ads to target Latino consumers and support the image of a "multicultural brand." The brand hopes that a multi-lingual, multi-channel strategy will "[allow it] to speak to consumers through multiple spots [since] most multicultural millenials are bilingual."

Source: Mobile Marketer
Thursday, June 12, 2014

The campaign is specifically targeted to young people — the article notes that Coca-Cola selected 250 names popular with teens and Millenials to place on its bottles. "Share a Coke" also features digital marketing and social media components — consumers are encouraged to share their labels on social media, and enter their friends' emails to send them coupons.

Source: Reach Hispanic
Wednesday, June 11, 2014

This piece highlights the diversity of the Latino population in the United States and urges marketers to conduct in-depth research in order to insert themselves more effectively in each local community. While the basic goal of correcting misconceptions about Latino communities is positive, conducting that research in order to market unhealthy products is problematic.

Source: AdWeek
Wednesday, June 11, 2014

The app features a racing game — likely to attract kids — and scanning Oscar Mayer packages allows users to earn "Weiner Bucks" and unlock new features in the game. The Weinermobile app will also feature a social media component: the "Park in My Driveway" feature encourages users to paste the Weinermobile into one of their photos and share it with their social media contacts.

Source: BevNet
Wednesday, June 11, 2014

This framing of the issue paints industry — rather than the kids and adults struggling with diabetes, obesity, tooth decay and heart disease due to the industry's profoundly unhealthy products — as the victim. This blog post features commentary from the industry perspective on food stamp restrictions, soda taxes, and taking sugary chocolate milk out of schools.

Source: FoodNavigator-usa.com
Friday, June 6, 2014

This blog post piggybacks on the controversy around school lunch regulations being debated in Congress to talk about food companies' programs to improve kids' nutrition. The post contains a good review of some of the self-regulatory actions that companies are taking and, fortunately, the focus here seems to mostly be on produce and some packaged food.

Source: Advertising Age
Friday, June 6, 2014

After LeBron James was sidelined by leg cramps at Game 1 of the NBA Finals, Gatorade sent tweets implying that this was because he drinks Powerade (which he endorses) instead of Gatorade. The company later apologized for the tweets. For better or worse, Gatorade continues to insert itself into the conversation that its target demographic (young men and athletes) are having.

Source: The New York Times
Wednesday, June 4, 2014

This article in the New York Times ties the expanded interest in the World Cup to the 2010 U.S. Census, which showed how quickly the Latino population was growing — and, therefore, caught marketers' interest. Junk food companies like Mondelez, Coke, Pepsi and McDonald's are all looking to capitalize on the event, using sophisticated digital media strategies to target Latinos and others.

Source: PR Newswire
Tuesday, May 27, 2014

The performance was part of McDonald's Inspiration Celebration Gospel Tour, a project of the company's 365black initiative, which targets African-Americans. The tour is a way for the fast food company — and its unhealthy products — to stay "deeply rooted" in African-American communities.

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