Published: June 2012

ID #: 68240

Journal: PLoS Med

Authors: Dorfman L, Cheyne A, Friedman LC, Wadud A, Gottlieb M

See more related research

Share


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 than on the corporation, bolster the popularity of the companies and their products, and to prevent regulation. Unlike tobacco CSR campaigns, soda company CSR campaigns explicitly aim to increase sales, including among youth. Researchers also found that in response to health concerns about their products, soda companies appear to have launched CSR campaigns earlier than the tobacco industry did.

Related Research

November 2010

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

December 2022

Water is K’é: A Community-Based Intervention to Increase Healthy Beverage Consumption by Navajo Preschool Children

This research brief gives an overview of the Water is K’é intervention, conducted among Navajo Nation families. The intervention was delivered by early care and education teachers to households with children ages 2-5, and covered the cultural importance of water, health benefits of water, and alternatives to sugary drinks. At baseline, more than 70% of children already More

October 2022

Effects of Sugary Drink Countermarketing Videos on Caregivers’ Attitudes and Intentions to Serve Fruit Drinks and Toddler Milks to Young Children

This study aimed to test the effects of countermarketing videos addressing common misperceptions about ingredients and claims on children’s sugary drinks. An online randomized controlled experiment was conducted in January 2021 with US caregivers (n = 600) of young children (aged 8‒37 months) to assess the effects of watching countermarketing versus control videos on intentions to serve More