Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
Breaking the Rules, Stretching the Rules 2004<br />
Promotion to the public<br />
� Article 5.1 of the Code prohibits advertising and all other<br />
forms of promotion of products under the scope of the<br />
Code.<br />
� Article 5.2 and 5.4 of the Code prohibit companies<br />
� In Botswana, a store flyer distributed to homes, shops,<br />
motorists and pedestrians and as newspaper inserts<br />
offers discounts for Nutricia Infacare products.<br />
� In China, a magazine advertisement<br />
– “Are you<br />
sure your baby will be excellent?”<br />
– shows 3 rabbits<br />
on a race track with 1<br />
rabbit way ahead implying<br />
that excellence is due<br />
to added DHA and fructose,<br />
reasons for mother to<br />
choose Kissing My Baby,<br />
by Nutricia.�<br />
� An advertisement in a Chinese<br />
magazine shows a<br />
baby and the slogan “Kissing<br />
my baby, giving more<br />
confidence” and pack<br />
shots of Kissing My Baby<br />
Follow-up formula. At<br />
the bottom of the ad is a<br />
form to join the ‘Kissing<br />
My Baby’ club.�<br />
� Nutricia gives out leaflets in shops in Curaçao about<br />
formula products Nenatal, Nutrilon 1 and 2, Omneo,<br />
Nutrilon Lactose Free, Nutrilon Soya 1 and Soya<br />
Plus 2. Other leaflets contain information on 3 different<br />
types of Nutricia cereals: Cereal Nutricia,<br />
Crème Nutricia and Nutrix; all recommended from<br />
4 months.<br />
� Also in Curaçao, Nutricia offers new mothers a free<br />
“Happy Baby Box” which they can obtain by presenting<br />
and stamping their<br />
baby’s birth certificate at<br />
the distributor’s office.<br />
The box contains a package<br />
of Nutrilon Followon<br />
(6-12 months), Cereal<br />
Nutricia (four months)<br />
Crème Nutricia (four<br />
months) and gifts, such as<br />
a toy bear and a spoon<br />
bearing the Nutricia name.<br />
<strong>IBFAN</strong> -- International Baby Food Action Network<br />
NUTRICIA<br />
� In Indonesia, company representative in shops claim<br />
Nutrilon can provide the same nutrients as breastmilk,<br />
help the baby gain weight and promote the increase<br />
of brain cells.<br />
� Mothers in Indonesia intending<br />
to return to work receive<br />
samples of Nutrilon<br />
Premium 1, Crème Nutricia<br />
recommended from 4<br />
months and leaflets on<br />
Nutricia Baby Club.�<br />
� In China, Nutricia encourages sales of its products<br />
with tie-in sales and offers towels with purchases.<br />
� Cow & Gate Follow-on is advertised on the Hong<br />
Kong TVB Jade Channel.<br />
� In Ghana, special placards for Cow & Gate Cereals,<br />
recommended for infants as of 4 months are seen in<br />
many shops.<br />
Ghana: Poster with two adorable babies shows Cow & Gate brand name and<br />
the Nutricia logo to promote brand recognition. The company also offers<br />
“Buy 3 get 1 free” promotions for Cow & Gate Cereals for four-month old<br />
infants.<br />
� In Indonesia, Sari Husada promotes its SGM 1 formula<br />
with special displays and shelf-talkers in supermarkets.<br />
� Also in Indonesia, Nutricia sets<br />
up special displays at strategic<br />
places in supermarkets for<br />
products such as Bebelac,<br />
Nutrilon, Nutrilon Premium<br />
and offers gifts with purchases.<br />
� The Parenthood magazine in<br />
Malaysia advertises Crème<br />
Nutricia recommended for<br />
4-8 months.<br />
� An ad for Crème Nutricia in the<br />
daily Star newspaper in Malaysia:<br />
“Perfect balance”.�<br />
69
Change language