Fizzled Out: Coke's Broken Marketing Pledges
Coke’s policies bar marketing that “directly” targets children under 12 and in which 35 percent or more of the audience is composed of children under 12.
But Coke advertises on family-oriented TV shows, at theme parks, and other venues that reach huge numbers of children. While the company says it won’t use celebrities or characters whose primary appeal is to children under 12, it exempts its own “equity characters” like the Coke polar bears, and it uses Santa Claus in advertising throughout the world. Find out more by downloading our useful infographic.