24 Feb Soda Providers Action Up Their Marketing and advertising To Black And Latino Little ones
Enlarge this imageWhen beverage organizations like Pepsi make advert campaigns with stars like Beyonce, they are seeking to appeal to youth, suggests Jennifer Harris from the Rudd Centre for Foods Policy & Obesity.Walter McBride/Corbishide captiontoggle captionWalter https://www.bruinsshine.com/Bobby-Orr-Jersey McBride/CorbisWhen beverage firms like Pepsi develop advertisement campaigns with stars like Beyonce, they’re looking to appeal to youth, says Jennifer Harris on the Rudd Middle for Foodstuff Plan & Obesity.Walter McBride/CorbisWhile beverage firms have cut their marketing of unhealthy drinks to children on TV and websites overall, they have ramped up marketing and advertising to black and Latino young children and teens, who have higher rates of obesity than white youth, a study finds. The report, released Wednesday by the Rudd Center for Foodstuff Coverage & Obesity at Yale University, updates a 2011 report on the nutritional content of sugar-sweetened drinks including sodas, fruit drinks, flavored waters, sports drinks and iced teas. This ad for Pepsi aired in April on the Spanish-language network Univision.YouTube It shows how 23 different beverage firms market these drinks to kids through an analysis of advertising spending, as well as kids’ exposure to advertising on TV, websites, social media and mobile apps. Among the most startling findings: Black children and teens saw more than twice as many ads for sugary drinks and energy drinks on TV compared with white children and teens in 2013. That gap has increased since 2010 because in those three years, advertising to white youth declined faster than advertising to black youth. Just as beverage companies are spending more money to target black youth, they’re also pursuing Hispanic youth. Advertising for sugary drinks and energy shots on Spanish-language TV increased by 44 percent, the study found. Rudd Center for Foodstuff Plan & Obesity”[Black and Latino] populations suffer more from diabetes, obesity and other negative health consequences from the consumption of sugary beverages; it’s a huge problem in those communities,” Jennifer Harris, director of advertising initiatives at the Yale Rudd Center and lead author of your report, tells The Salt. “These organizations all say they have practices for responsible marketing and advertising to children in black and Latino communities, but it’s not very responsible to be promoting products that are so detrimental to them. We are really hoping to get firms to pay attention not just to the market opportunities, but also the public health consequences of what they’re doing.”According to Harris, there are Brandon Carlo Jersey a few reasons beverage companies are so keen to entice these groups.Shots – Health NewsTeens Curb Sodas And TV, But More Work Needed In Obesity FightThe SaltFruit Juice Vs. Soda? Both Beverages Pack In Sugar, Health Risks “Latino consumers are a huge and growing market, and so to grow their busine s, the corporations feel like they have to go after that audience,” Harris states. (Coca-Cola, for one, has said it estimates that 86 percent of its growth through 2020 will come from multicultural youth.) “Also, black and Latino young children drink more sugar-sweetened drinks, so it is an important market for the busine ses,” Harris states. What’s more, “these busine ses are talking about cro sover enchantment. So if they produce a campaign with Pitbull or Nikki Minaj or Beyonce, they’re appealing to important minority youth consumers, while also making products seem more cool for all youth.” In addition to television and Web advertising, the study notes that many companies have developed child-friendly mobile “advergame” apps such as Fanta Fruit Slam, Fanta Sean Kuraly Jersey Fun Tap and Snapple Spiny Lobsters in Snaplantis. This type of advertising, Harris notes, is harder than TV for parents to monitor. But while the promoting to Latino and black youth may continue to increase, Harris notes that health advocacy groups are increasingly fighting back. And there is research underway at the National Institutes of Health looking at how to increase intake of tap water in lieu of sugar-sweetened beverages among Latino youngsters and adolescents.