Abstract

The study provides direct evidence of the goals of food-industry-driven public relations (PR) campaigns. Two PR requests for proposals created for The Coca-Cola Company (Coke) were analysed. One campaign related to the 2016 Rio Olympic Games, the other related to the 2013–2014 Movement is Happiness campaign. Supplementary data were obtained from a search of business literature. The study found that Coke specifically targeted teenagers and their mothers as part of the two PR campaigns. Furthermore, Coke was explicit in its intentions to build allies, particularly with key media organisations, and to marginalise opposition. This study highlights how PR campaigns by large food companies can be used as vehicles for marketing to children, and for corporate political activity. Given the potential threats posed to populations’ health, the use of PR agencies by food companies warrants heightened scrutiny from the public-health community, and governments should explore policy action in this area.

Highlights

  • Large transnational companies in the food and beverage industry employ a diverse range of strategies to protect and pursue their corporate interests [1]

  • While the use of public relations (PR) campaigns is broadly accepted as a normal business practice, its use by food companies has been denounced by some public-health commentators as an attempt at “damage control” in light of the risks posed to industry profits by concerns about obesity and related diseases [1]

  • This study provided direct evidence that Coke intended for two of its recent PR campaigns to target teenagers and their mothers

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Summary

Introduction

Large transnational companies in the food and beverage industry (hereinafter the food industry) employ a diverse range of strategies to protect and pursue their corporate interests [1]. Due to the extent to which these interests, including profits from sales of unhealthy foods and beverages, adversely impact public health, the food industry has commonly been labelled as a major driver of obesity and diet-related chronic diseases [2]. Companies in the food industry, like those in other major industry sectors, use public relations (PR). While the use of PR campaigns is broadly accepted as a normal business practice, its use by food companies has been denounced by some public-health commentators as an attempt at “damage control” in light of the risks posed to industry profits by concerns about obesity and related diseases [1]

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