P1 P2 P3 P4

This poster has been made possible by a financial contribution from the Public Health Agency of Canada. The opinions expressed here do not necessarily reflect the official position of the Public Health Agency of Canada.

STRATEGIES USED

→ PROLIFERATION AND DIVERSIFICATION OF PRODUCTS

→ ADDING VITAMINS AND MINERALS TO CREATE THE ILLUSION OF “HEALTHY” OR “VALUE-ADDED” PRODUCTS

→ EVOCATIVE NAME ASSOCIATED WITH VALUES AND A LIFESTYLE

→ ATTRACTIVE COLOURS AND SHAPES LOADED WITH SYMBOLISM

→ FORMATS TO SUIT ALL TYPES OF CUSTOMERS

STRATEGIES USED

→ PRICING POLICIES BY BEVERAGE CATEGORY

→ OMNIPRESENT DISCOUNTS

→ PURCHASES IN BULK ENCOURAGED

→ ASSOCIATIONS OF DISCOUNTS WITH THE FAST-FOOD INDUSTRY

STRATEGIES USED

→ WIDE DISTRIBUTION: supermarkets, convenience stores, service stations, restaurants, vending machines, cinemas, train and bus stations, parks, drugstores, arenas, sports centres, outdoor, schools, universities, hospitals, etc.

→ STRATEGIC POSITIONING: large drink sections, ends of aisles, refrigerators near checkouts, cross-placement with ready-to-eat foods, positioning at the eye-level of the target, display racks near checkouts and at ends of aisles, etc.

→ ADVERTISING AT THE POINT OF SALE: posters, mini-posters on shelves, window stic-kers, display racks, brand logos on permanent fixtures such as refrigerators, discount coupons beside the target product, free standing display dedicated to a single product, umbrellas, etc.

STRATEGIES USED

→ ADVERTISING ON TELEVISION AND ON THE RADIO

→ PRINT MEDIA

→ INTERNET (WEB SITES, SOCIAL MEDIA, VIRAL MARKETING, EMAILS, AND ADVERGAMES)

→ MOBILE PHONES

→ CROSS-PROMOTION

→ CONTESTS

→ PRODUCT PLACEMENT ON TELEVISION, IN FILMS, AND IN VIDEO GAMES

→ SPONSORSHIP AND PHILANTHROPY

MULTIPLATFORM COMMUNICATIONSPECIAL OFFERS!7 TEASPOONS OF SUGAR

• �����• ��������

• ����� ������• �������� • �������� ��� ��������• ����� ����������…

By promoting competitive and attractive prices, the sugar-sweetened beverage industry manages to make its products affordable for as many consumers as possible.

Price is a determining factor in young people’s eating habits.13, 14, 15

The consumption of sugar-sweetened beverages provides empty calories and does not help children and adolescents meet their nutritional needs.

The fact that some sugar-sweetened beverages are enriched with vitamins and minerals does not constitute a valid argument to justify their consumption.

Of the 200 food decisions that we make every day,16 many of our “choices” are unconscious and influenced by the foods available in our environment.• 75% of buying decisions in a large store or supermarket are made at the

point of sale, and 53% of those decisions represent impulse buys.17

The more visible a food is, the greater its chances of being “chosen” are.• In the United States, food companies spent US$195 million in 2006 to

target children and adolescents at the point of sale.18

Among young people, the agri-food industry’s promotional activities influence the following 19, 20, 21, 22, 23, 24 :• knowledge and attitude towards junk food• preferences and eating habits

The WHO has identified the heavy marketing of energy-dense, nutrient-poor foods as a probable factor in the obesity epidemic.25

US$948 million was spent on advertising in all media for sugar-sweetened beverages alone (in 2010, in the United States only).26

+ Make all beverages subject to the Food and Drug Regulations. → Federal purvew

+ Regulate the content and labelling of sugar-sweetened beverages. → Federal purvew

− Content:• Create a working group on sugar in order to develop recommendations on

the consumption of the various forms of sugar by Canadians and to assess the possibility of limiting the sugar content of sugar-sweetened beverages.

• Reduce the maximum amount of caffeine allowed in energy drinks. − Packaging:

• Create a working group to determine the best practices in nutritional labelling.

• Indicate on the front of energy drink cans that they are not recommended for people under 18 years of age.

+ Rely on the many studies, international feedback, as well as substantial popular support to impose a tax on sugar-sweetened beverages to be paid by their manufacturers. The revenue generated by this tax should be invested in prevention and in promoting healthy lifestyles. → Federal and provincial/territorial purvew

+ Develop a policy for responsible displays and promote more nutritious drinks. → Food industry’s purview

+ Prohibit the sale of energy drinks in sports establishments and places frequented by young people. → Municipal purview

+ Prohibit the sale of energy drinks to those under the age of 18. → Provincial/territorial purview

+ Explore the feasibility of restricting the sale of sugar-sweetened beverages in drugstores. → Provincial/territorial purview

+ Restrict or prohibit the sale of sugar-sweetened beverages in public establishments, particularly those frequented by young people. → Federal, provincial/territorial and municipal purview

Consumption of sugar-sweetened beverages is unnecessary. Moreover, it can have a significant harmful impact on health and it contributes to excess weight in children. These beve-rages should therefore be consumed on an exceptional basis and in moderate amounts.

How can we consider sugar-sweetened beverages as exceptional items when their marketing dangles varied and highly affordable products that are available everywhere and accompanied by aggres-sive promotion and marketing efforts?

In order to limit the attractiveness of sugar-sweetened beverages, decision-makers of the industry and of all levels of government can:

RECOMMENDATIONS

DEFINITION

All beverages, carbonated or not, intended for human consumption and containing added sugar

SEVEN CATEGORIES ANALYZED

• Soft drinks

• Energy drinks

• Sports drinks

• Punch and cocktail-type fruit drinks (excluding 100% fruit juice)

• Enriched/vitamin-enhanced water

• Ready-to-drink tea and coffee

• Flavoured milk

CONSUMPTION IN CANADA

• Main source of sugar intake among 9- to 18-year-olds 1

• Consumption particularly highamong 14- to 18-year-olds,2 to wit:

IMPACT ON HEALTH

• Only eating habit consistently associated with excess weight in children.3

• One sugar-sweetened beverage per day increases the risk of childhood obesity by 60%.4

• Also associated with the following health problems 5, 6, 7, 8, 9 :

+ type 2 diabetes

+ cardiovascular disease

+ metabolic syndrome

+ hypertension

+ deterioration of dental and bone health

WHY DOES THE INDUSTRY TARGET YOUNG PEOPLE?

Because it pays!

• Direct purchasing power: Canadian children ages 2 to 12 spent nearly $1.5 billion in allowance in 2002 10

• Indirect purchasing power: Children influence over 40% of family purchases

11

(around $20 billion in Canada for 2004 12)

• Development of long-term brand loyalty

⅓ l ½ l

average about ⅓ litreper day

average about ½ litreper day

PROMOTIONPLACEPRICEPRODUCT

SUGAR-SWEETENED BEVERAGE MARKETING MIX ANALYSIS

THE 4 Ps OF MARKETING

SUGAR-SWEETENED BEVERAGE MARKETING UNVEILED

+ Regulate advertising to children. → Federal and provincial/territorial purview

+ Modernize the enforcement rules of the Consumer Protection Act prohibiting advertising to children so that they take into account young people’s new media consumption habits. → Provincial purview in Quebec only

+ Ensure that provincial and federal regulations are backed by sufficient financial resources and an adequate structure to oversee advertising practices effectively. → Federal and provincial/territorial purview

AVAILABLE EVERYWHERE

1 Gariguet, D. & Langlois, K. (2011). Sugar consumption among Canadians of all ages. Statistics Canada. Consulted on September 14, 2011 at http://www.statcan.gc.ca/pub/82-003-x/2011003/article/11540-eng.pdf

2 Gariguet, D. (2008). Beverage consumption of children and teens. Statistics Canada. Consulted on September 14, 2011 at http://www.statcan.gc.ca/pub/82-003-x/2008004/article/6500820-eng.pdf

3 Crawford, P. B., Woodward-Lopez, G., Ritchie, L. & Webb, K. (2008). How discretionary can we be with sweetened beverages for children? J Am.Diet.Assoc., 108(9), 1440-1444.4 Ludwig, D. S., Peterson, K. E. & Gortmaker, S. L. (2001). Relation between consumption of sugar-sweetened drinks and childhood obesity: a prospective, observational analysis

(Report no. 357: 505-508) Lancet.5 World Health Organization (2003). Diet, Nutrition and Prevention of Chronic Diseases, (916, section 5.2.4) Geneva: WHO Technical report. Consulted on July 13, 2011 at

http://www.who.int/hpr/NPH/docs/who_fao_expert_report.pdf6 Marshall, T. A., Levy, S. M., Broffitt, B., Warren, J. J., Eichenberger-Gilmore, J. M., Burns, T. L. & Stumbo, P. J. (2003). Dental caries and beverage consumption in young children.

Pediatrics, 112(3 Pt 1), e184-e191.7 Sohn, W., Burt, B. A. & Sowers, M. R. (2006). Carbonated soft drinks and dental caries in the primary dentition. J Dent.Res, 85(3), 262-266.8 Vartanian, L. R., Schwartz, M. B. & Brownell, K. D. (2007). Effects of Soft Drink Consumption on Nutrition and Health : A Systematic Review and Meta-Analysis. American Journal

of Public Health, 97(4), 667-675. Consulted on November 11, 2011 at http://ajph.aphapublications.org/cgi/reprint/97/4/667 9 Hu, F. B. & Malik, V. S. (2010). Sugar-sweetened beverages and risk of obesity and type 2 diabetes: Epidemiologic evidence. Physiology and Behavior. 100(1), 47-54. Consulted on

November 11, 2011 at http://www.ncbi.nlm.nih.gov/pubmed/20138901

10 Institut Vanier (2002). In Régie du cinéma (2009). Mon enfant devant l’écran, p. 60.11 Kapferer (1985)12 Option consommateurs (2008). La publicité destinée aux enfants : identifier la meilleure protection possible. Montreal: Office of Consumer Affairs,

Industry Canada.

13 Taylor, J. P., Evers, S., McKenna, M. (2005). "Les déterminants de la saine alimentation chez les enfants et les jeunes". Revue canadienne de santé publique, 96 (Supplément 3), S23-S29.

14 Shepherd, J., Harden, A., Rees, R., Brunton, G., Garcia, S., Oliver, S. & Oakley, A. (2006). Young people and healthy eating: a systematic review of research on barriers and facilitators. Health Education Research, 21(2), 239–257.

15 Committee on Food Marketing and the Diets of Children and Youth (2006). Food Marketing to Children and Youth: Threat or Opportunity? Washington D.C.: The National Academies Press.

16 Wansink, B. & Sobal, J. (2007). Mindless Eating: The 200 Daily Food Decisions We Overlook. Environment and Behavior January 2007;39:106-12317 Dagenais, B. (2008). La publicité : Stratégie et placement média – Ou comment choisir la campagne multimédia la plus efficace. Les Presses de

l’Université Laval, 2008.18 Federal Trade Commission (2008). Marketing Food to Children and Adolescents. A Review of Industry Expenditures, Activities, and Self-Regulation.

A Report to Congress. Consulted on August 10, 2011 at www.ftc.gov/os/2008/07/P064504foodmktingreport.pdf

19 Chronic Disease Prevention Alliance of Canada (2008). CDPAC Position Statement. Obesity and the Impact of Marketing on Children. Consulted on August 19, 2011 at http://www.cdpac.ca/media.php?mid=474

20 World Health Organization (2004). Global Strategy on Diet, Physical Activity and Health. Consulted on August 23, 2011 at http://www.who.int/dietphysicalactivity/strategy/eb11344/strategy_english_web.pdf

21 Hastings, G., Stead, M. , McDermott, L., Forsyth, A., MacKintosh, A. M., Rayner, M., Godfrey,C., ...& Angus, K. (2003). Review of Research on the Effects of Food Promotion to Children, Glasgow, The University of Strathclyde, Food Standards Agency. Consulted on August 11, 2011 at http://www.food.gov.uk/multimedia/pdfs/foodpromotiontochildren1.pdf

22 McDermott, L., Stead, M. & Hastings, G. (2007). Case study 4: A marketing strategy to review the effects of food promotion to children. Consulted on August 11, 2011 at http://www.management.stir.ac.uk/research/social-marketing/?a=21314

23 Sustain: The alliance for better food and farming (2004). Children's food and health: Why legislation is urgently required to protect children from unhealthy food advertising and promotions. Consulted on August 18, 2011 at http://www.sustainweb.org/pdf/child_food_health.pdf.

24 Office de la protection du consommateur (2008). Vos enfants et la pub. Éditions Protégez-vous. Consulted on May 4, 2012 at http://www.opc.gouv.qc.ca/Documents/Publications/SujetsConsommation/FinancesAssurances/PubliciteTrompeusePratiques/EnfantsPub/EnfantsPub.pdf

25 World Health Organization (2003). Diet, Nutrition and Prevention of Chronic Diseases, (916, section 5.2.4) Geneva: WHO Technical report. Consulted on July 13, at http://www.who.int/hpr/NPH/docs/who_fao_expert_report.pdf

26 Yale Rudd Center for Food Policy & Obesity (2011). Evaluating sugary drink nutrition and marketing to youth. Consulted on October 4, 2011 at http://www.sugarydrinkfacts.org/resources/SugaryDrinkFACTS_Report.pdf

THE PRODUCT: A VARIED OFFERING TO RESPOND TO A SEGMENTED MARKET

SUGAR-SWEETENED BEVERAGES MARKETING UNVEILED

VOLUME 1 VOLUME 2 VOLUME 3 VOLUME 4

See the 4 volumes of this report in the “Sugar-Sweetened Beverages/Marketing” section of www.cqpp.qc.ca.

An initiative sponsored by the Association pour la santé publique du Québec

THE PRODUCT: A VARIED OFFERING TO RESPOND TO A SEGMENTED MARKET

SUGAR-SWEETENED BEVERAGE MARKETING UNVEILED

VOLUME 1 VOLUME 2 VOLUME 3 VOLUME 4