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Former Coke executive slams ‘share of stomach’ marketing campaign - The Washington Post
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Aizenman in this must-read describes the National Soda Summit and the presentation of one man Todd Putnam, a former executive from Coca-Cola that throws light on one of the truly important things that happened in the lives of Americans in the postwar period of development and growing prosperity. This is the development of marketing and advertising and its singular application in the case of Coca Cola to promoting sugary drinks. It is also related to what even business people describe as the single biggest problem in America. And it is happening at a time when the story is being repeated in developing countries such as China and India. Putnam describes the exhilaration, he and other Coca-Cola managers felt when the graphs at internal presentations showed Coke passing milk in consumption per capita in America. Several other facts stand out in Putnam's description of his experience- the ignorance on health issues among his marketing peers, the huge marketing prowess and dollars brought to bear once a goal such as increasing per capita consumption of sugary drinks was set- he was hired out of Purdue by P&G and worked at Disney before joining Coca-Cola- and the focus on the 12-24 demographic with 90% of all soft drink marketing targeted at this segment. What he regrets most is the focus on minorities who suffer some of the highest levels of obesity in America. No mention is made of the efforts underway in developing coutnries such as China and India which are seeing a surge in obesity rates and diseases such as diabetes. Coca-Cola says 41% of its sugary drinks are low calorie, but compared to milk, fruit juice and other healthier alternatives where does this rank? The cost to the nation's health care system alone would show that the performance of Coca-Cola's stock price over the postwar period came with a price tag that was never even thought about, when healthier alternatives as health drinks companies have found sell well when well marketed and formulated for different groups.
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Former Coke executive slams ‘share of stomach’ marketing campaign - The Washington Post
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Former Coke executive slams ‘share of stomach’ marketing campaign - The Washington Post
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Former Coke executive slams ‘share of stomach’ marketing campaign - The Washington Post
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Former Coke executive slams ‘share of stomach’ marketing campaign - The Washington Post
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Coca-Cola Shakes Up Americas Management
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Grouped Articles
Coke to Curb Ads to Kids, Push Diet Drinks
Wall Street Journal 05/09/2013
Health Battle Over Soda Flares in Mexico
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Mexico Takes Bloomberg-Like Swing at Soaring Obesity
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Former Coke executive slams ‘share of stomach’ marketing campaign - The Washington Post
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Soft drinks, colas and obesity in America.
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The movement to tax colas and sweetened soft drinks.
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Health Battle Over Soda Flares in Mexico
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Told to Eat Its Vegetables, America Orders Fries
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Study Finds Nearly 29% of World Population Is Overweight or Obese
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The University of Wisconsin 2013 study showing declining life spans for women in some parts of the U.S. associated with income, graduation rates and smoking
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A study from the University of Wisconsin Population Health Institute by health sciences professor, David Kindig, and a PhD. candidate Erika Cheng, shows declining life spans for women in some parts of the U.S. in 2013. The study reveals the impact of smoking, education levels to understand good food choices, the income levels and availability of food choices in neighborhoods, graduation rates, as critical factors. Other factors cited in reader comments are increasing stress as women joined the workforce in larger numbers, obesity and poor eating habits.
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Former Coke executive slams ‘share of stomach’ marketing campaign - The Washington Post
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