The policy which covers all their beverages states that no products will be

The policy which covers all their beverages states

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The policy, which covers all their beverages, states that no products will be directly marketed to children under 12. The Responsible Marketing Policy, which is available on the company’s website, states that the company will avoid advertising in “all media which directly targets children under 12, including television shows, print media, websites, social media, movies, and SMS/email marketing.” They consider media directly targeted toward children if 35 percent or more of the audience is composed of children under 12.The policy also states that no marketing communications will be designed to directly appeal to children under 12. Specifically, communications created after the adoption of the policy will not use “celebrities or characters whose primary appeal is to children under the age of 12 (with the exception of brand equity characters already in use), movie tie-ins related to movies of primary appeal to children under 12, games or contests designed to appeal primarily to children under 12, branded toys whose primary appeal is to children under 12, images of our products being consumed by children under 12 without an adult, branded sponsorship of sporting and entertainment events which primarily target children under 12.”Finally, in a full commitment not to advertise to children under 12, the policy says, “As a global business, we respect and recognize the unique learning environment of school and believe in commercial-free classrooms. We will not commercially advertise in primary schools.” Coca-Cola products are also not
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  • Spring '13
  • Collins
  • Marketing, The Coca-Cola Company

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