Sugar No Longer Sweet

from Brandweek: PepsiCo revealed today that the company has enacted self-imposed advertising restrictions “in response to rising levels of obesity in the U.S. and Europe.” Among other moves, PepsiCo will no longer place advertising for its flagship cola brand in outlets that directly reach children under 12.
The Purchase, N.Y.-based company has also placed limits on the portion sizes of products such as Doritos sold in U.S. schools and replaced fried Cheetos with a lower-fat baked alternative in elementary schools.
The policy has been in place for several months but the company decided against unveiling it publicly, according to the Financial Times. This follows a policy recently enacted by Kraft, which is redirecting ad dollars behind some of its snacks from media outlets frequented by kids.
“Our intent is not to just beat our chests and try to take credit for what we’re doing,” Irene Rosenfeld, CEO of Frito-Lay North America, PepsiCo’s snacks unit, told FT. “We’re just quietly doing it because it’s the right thing to do.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.