THE WORLD

Recommendations

Info

IV Carbonating the World Facebook............................................................................................................................................ 30 Other Social Media Platforms: Instagram, Twitter, Vine.....................................31 Creative Strategies................................................................................................................................32 Cartoon Characters.....................................................................................................................33 Celebrity Endorsements........................................................................................................... 34 Online Gaming, Prizes, and Discounts........................................................................... 34 Music.......................................................................................................................................................35 Case Study: Coca-Cola's Global "Open Happiness" Campaign...........................36 Product Expansion..........................................................................................................................................37 Regional and Local Brands..............................................................................................................37 Product Diversification ......................................................................................................................38 Juices and Juice Drinks..............................................................................................................38 Energy Drinks....................................................................................................................................39 Low-Calorie Alternatives........................................................................................................40 Price and Packaging ..................................................................................................................................... 41 Marketing In and Around Schools.............................................................................................. 43 Retail Space............................................................................................................................................... 43 Public Relations................................................................................................................................................ 45 Sports Sponsorship............................................................................................................................... 45 Philanthro-Marketing...........................................................................................................................47 The Public Health Response.............................................................................................................................. 49 Industry Self-Regulation............................................................................................................................ 49 Legislative Strategies...................................................................................................................................53 Restrictions on Marketing and Advertising......................................................................... 54 Packaging, Labeling, and Health Warnings........................................................................ 54 Taxation .......................................................................................................................................................55 Industry Opposition..............................................................................................................................56 The Role of Civil Society....................................................................................................................57 Conclusions and Recommendations..........................................................................................................59 Notes..................................................................................................................................................................................63
V Carbonating the World Abbreviations: ASCI – Advertising Standards Council of India BMI – body mass index CEO – chief executive officer CSR – corporate social responsibility HDL – high-density lipoprotein (“good” blood cholesterol) HFCS – high-fructose corn syrup ICBA – International Council of Beverages Association IFBA – International Food and Beverage Alliance IFC – International Finance Corporation LDL – low-density lipoprotein (“bad” blood cholesterol) LMIC – low- and middle-income countries MDC – micro distribution centers PPPs – public private partnerships SSB – sugar-sweetened beverage TBT – Technical Barriers to Trade WHO – World Health Organization WTO – World Trade Organization
Page 1: CARBONATINg THE WORLD The Marketing
Page 4 and 5: II Carbonating the World “ Willie
Page 8 and 9: VI Carbonating the World Acknowledg
Page 10 and 11: VIII Carbonating the World • Moun
Page 12 and 13: X Carbonating the World Preface By
Page 14 and 15: XII Carbonating the World
Page 16 and 17: 2 Carbonating the World Globesity O
Page 18 and 19: 4 Carbonating the World sugar—and
Page 20 and 21: 6 Carbonating the World four years,
Page 22 and 23: 8 Carbonating the World Double Burd
Page 24 and 25: 10 Carbonating the World Soft Drink
Page 26 and 27: 12 Carbonating the World Average pe
Page 28 and 29: 14 Carbonating the World Global Tre
Page 30 and 31: 16 Carbonating the World Regional T
Page 32 and 33: 18 Carbonating the World areas are
Page 34 and 35: 20 Carbonating the World The increa
Page 36 and 37: 22 Carbonating the World 2013 and 2
Page 38 and 39: 24 Carbonating the World in others,
Page 40 and 41: 26 Carbonating the World through fr
Page 42 and 43: 28 Carbonating the World Pepsi’s
Page 44 and 45: 30 Carbonating the World China feat
Page 46 and 47: 32 Carbonating the World various co
Page 48 and 49: 34 Carbonating the World • In Sou
Page 50 and 51: 36 Carbonating the World Case Study
Page 52 and 53: 38 Carbonating the World Through fl
Page 54 and 55: 40 Carbonating the World in part du
Page 56 and 57:
42 Carbonating the World Contour,
Page 58 and 59:
44 Carbonating the World globally,
Page 60 and 61:
46 Carbonating the World PepsiCo al
Page 62 and 63:
48 Carbonating the World in retail
Page 64 and 65:
50 Carbonating the World be confine
Page 66 and 67:
52 Carbonating the World focus, the
Page 68 and 69:
54 Carbonating the World initiative
Page 70 and 71:
56 Carbonating the World Chile, one
Page 72 and 73:
58 Carbonating the World While civi
Page 74 and 75:
60 Carbonating the World • Levy e
Page 76 and 77:
62 Carbonating the World using such
Page 78 and 79:
64 Carbonating the World 22 Malik V
Page 80 and 81:
66 Carbonating the World slowed obe
Page 82 and 83:
68 Carbonating the World 108 Global
Page 84 and 85:
70 Carbonating the World 2014. http
Page 86 and 87:
72 Carbonating the World 207 Schroe
Page 88 and 89:
74 Carbonating the World 252 Taylor
Page 90 and 91:
76 Carbonating the World 303 Cultur
Page 92 and 93:
78 Carbonating the World tion.org/_
Page 94 and 95:
80 Carbonating the World 406 Ascion
Page 96:
82 Carbonating the World pact of tr
show all

THE WORLD

Create successful ePaper yourself

Delete template?

Save as template?