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Soda and Tobacco Industry Corporate Social Responsibility Campaigns: How Do They Compare?

This article examines prominent cases from corporate social responsibility (CSR) efforts by soda industry leaders PepsiCo and Coca-Cola and compares them with tobacco industry CSR campaigns. Researchers found that major soda manufacturers have recently employed elaborate, expensive, multinational CSR campaigns. The campaigns echo the tobacco industry’s use of CSR to focus responsibility on consumers rather More

Date: June 2012

Resource Type: Journal Article

Focus Areas: Beverages Food Marketing

Examining Whether Cause Marketing by Soda Companies Mimics Tobacco-Industry Strategies to Thwart Regulation

The sugar-sweetened beverage (SSB) industry is increasingly using corporate social responsibility campaigns—particularly cause marketing appeals via social media—to reach young people. The purpose of this study is to assess how the current cause marketing and corporate social responsibility (CSR) campaigns of the SSB industry compare to the strategies articulated and practiced by the tobacco industry. More

Date: November 2010

Resource Type: Grant Summary

Focus Areas: Beverages Food Marketing