Soft drink makers like Coca-Cola and Dr Pepper Snapple Group target black and Hispanic teens, children: report

Big brands are capitalizing on minority youth to be their biggest buyers with multimedia campaigns in addition to traditional print, TV ads

Joyce Chen
NEW YORK DAILY NEWS

Originally Published: Monday, October 31 2011, 11:51 PM
Updated: Monday, October 31 2011, 11:51 PM

A new study reveals truths about soft-drink manufacturers’ marketing tactics that are anything but sweet.

A recent Yale study released Monday found that soft-drink makers are targeting black and Hispanic children and teenagers in their U.S. ad campaigns.

According to the report, released by the Yale University Rudd Center for Food Policy & Obesity, black kids and teens watched 80% to 90% more ads than white children.

Hispanic teens were exposed to 99% more ads than their white counterparts.

“Our children are being assaulted by these drinks that are high in sugar and low in nutrition,” said Kelly Brownell, co-author of the report. “The companies are marketing them in highly aggressive ways.”

Coca-Cola is the parent company for popular soft drinks like Sprite and Fanta, as well as for energy drinks and juices like Odwalla and Fuze energy drink.

A big part of the increased number of thirsty viewers can be attributed to the move toward online interaction, Brownell said.

Coca-Cola, by far the most popular brand on Facebook, has more than 30 million fans, and website MyCokeRewards.com draws in millions of clicks each day.