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The Coca-Cola Company

Overview of Company Products,


Programs and Policies toward Children

Abby Rodgers
Vice President, Wellness Strategy & Communication
The Coca-Cola Company sells 50+ brands in a
variety of beverage categories in North America
Our Core Brands in the US
Soft Drinks Non-Carbonated Beverages

Two consumer needs are Innovation Priorities

Reducing Calories Adding Nutrition


U.S. Wellness Progress Report - Children
Products

Reducing Calories Portion Control Adding Nutrition


• Light versions • Kid-Friendly sizes • Mom-Friendly Products
• Total Calorie Labeling
on Single Serve

Programs Policies

Nutrition Education: Schools:


• The Wellness Guide • Council for Corporate & School
• Beverage Basics Partnerships
• On package • Model Guidelines for School
Active Lifestyle Beverage Partnerships
• Triple Play Marketing to Kids:
• Live It! • Do not advertise CSDs on Children’s
• Copa Coca-Cola TV
Children <12 consume a variety of beverages
but primarily Milk, Juice & Water
Milk, Water and Juice Consumption Exceeds 50+% across all Age Groups

100%

90%
27% Milk
37% 34%
80% 46%
Bottled Water
70%
13%
Fruit Juice
60% 10%
10%
11%
10% Sports Drinks
50%
15% 3%
5%
40%
21%
2% Diet CSD
19% 3%

30% 1%
2% 19% Regular CSD
14%
1% 8%
3%
20% 5% Fruit Drink
8% 8% 7%
4%
10% Other Beverages
14% 13% 14% 15%

0% (% of Total Consumption excl.


Under 2 2 to 4 5 to 8 9 to 12 Tap Water over a 1-Wk
Period)
Source: TNS NFO’s Electronic Share of Intake Panel, 2004 USA. Excludes Tap Water
We recently conducted consumer research to
understand Parents’ opinions about advertising
How do you feel about each of the following beverages being advertised to your child?
[Cumulative % represents “I Approve” and “It’s OK”]
I Approve It’s OK

Age 3-7 Age 8-12

Milk/Yog. Drinks 85 95% 85 95%

Bottled Water 83 94 86 95

100% Fruit Juices 81 96 85 95

Fruit Drinks 55 89 62 90

Sports Drinks 25 61 43 80

Bottled Iced Tea 12 59 32 77

Reg. CSDs 5 44 20 68

Diet CSDs 6 38 17 58
* Full scale: I APPROVE (no reservations); IT’S OK (It’s harmless relative to other things advertised today); I DON’T APPROVE;
IT DEPENDS (on the ad’s message); IT DEPENDS (where the ad is shown)
Parents are interested in TCCC and others
playing a proactive role
Age 3-7 Age 8-12

Interest in TCCC playing a


role1

Extremely Ext/very 32% 52% 34% 57%

Whether TCCC can play a


positive role2

Definitely Def/Probably 28 60 31 60

1 Question: How interested would you be in TCCC playing a role to help you raise good child’s awareness of health and wellness? (Scale: 5 = extremely interested; 1 not at all interested)
2 Question: Can advertising by TCCC play a positive role in educating children about health and wellness (Scale: 5 = definitely play a positive role; 1 = definitely not play a positive role
We look forward to working
together to support parents
teaching their children to make
good lifestyle choices

- Thank you -