Marketing unhealthy food to children in Asia Pacific - Consumers ...

Interactive websitesCoca-Cola has an interactive website, www.iCoke.hk,with a membership programme, Internet games, a blog,a chat room and forums. Advertising information andproduct logos are embedded in the website.Kellogg’sInformation gathered in Hong Kong, India, and ThailandWhat’s in the products?Many Kellogg’s cereals marketed to childrenare very high in sugar, including Coco Pops(38.7g per 100g) and Frosties (sugar levelsvaried between 28.3g and 41.7g per 100g).Web shot of Coca-Cola Hong Kong websiteSports-themed competitionsIn Malaysia, Coca-Cola and Sprite brands were promotinga lucky draw offering a grand prize of two tickets towatch the EURO 2008 final in Europe and other prizesincluding a 32-inch LCD TV, sports bags and footballshirts. Children aged 12 years old and above were eligibleto enter the competition.Discounts and money off vouchers for otherproductsIn Indonesia, Coca-Cola has been running a promotionwhere if you buy a 1.5 litre bottle of high sugar Fanta youwill receive a voucher offering a discount at GramediaBookstore. Gramedia is a newly-refurbished bookstoreclaiming to be the largest bookstore in South East Asiaand showcases a wide collection of children’s books.In India, the amount of sugar contained inpackets of Fruit Loops, Choco Toffee andFrosties is not listed on the packaging.Policy on marketing to children and tacklingobesity/nutritionResponses to requests for information on policies relatingto marketing to children and obesity and nutrition were notreceived from Kellogg’s by CI members in India or Thailand.GlobalIn June 2007, Kellogg’s announced changes to itsWorldwide Marketing Guidelines. This now means foodsthat do not meet its own Nutrient Criteria will not beadvertised on TV, radio or third party websites where50% or more of the audience are children under 12 yearsold. It will also not use third party licensed characters,product placements or schools settings to advertise theseproducts to children under 12 years old. It also states thatno products are marketed to children under 6 years old.Hong KongKellogg’s provided a lengthy response covering obesity,nutrition and the marketing of food to children to theHong Kong Consumer Council. This reiteratedinformation contained in the global announcement inJune 2007 described above.Fanta voucher in IndonesiaPostersCoca-Cola uses this poster advertisement for Fanta inThailand. The poster features a teenager on a skateboardso that it would appeal to children under 16 years old.Poster of Fanta advert in IndonesiaMarketing tactics we discoveredUse of cartoon charactersKellogg’s repeatedly use their own brand cartooncharacters such as Tony the Tiger and Coco the Monkeyto market their high sugar products to children. This wasa common feature in all the CI member countries thatprovided examples of marketing to children by Kellogg’s.In Thailand, Kellogg’s use both own brand and licensedcartoon characters, such as Garfield to promote breakfastcereals.16 The Junk Food Trap