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Why Coca Cola Remains Unmoved Even With Pressure From Netizens To Use The Little Baringo Girl As Its Ambassador

The past day has had the Kenyan internet awash with ace photos of a little girl who sweetly posed while quenching her thirst with a coke bottle.

The fact that the photos were raw caught the attention of Kenyans on social media who shared them widely asking the beverage giant to consider the girl for an advertising gig.

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While those pushing Coke to accord the little angel a gig may be under an illusion, the company strictly observes the policies governing its operations including advertisements and general marketing.

With concerns on children having been raised by health experts, the company was compelled to put forward a pledge of not to involve children under 12 in its marketing notwithstanding that the below-12 form a considerable percentage of the company’s market.

Somewhere in 2019, Coca Cola had it rough in Norway after it breached the children’s advertising protocols.

The Baringo pretty girl is said to be an eight-year-old.

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“We do not buy any advertising in any media for which children under 12 make up more than 35% of the audience,” one of the Coke’s representatives was ever heard.

With the object of meeting the requirements defined by the market’s best practices, Coke has put it their obligation not to involve the underage in their operations as stipulated below:

(Source: Coke Webpage):

“Our Responsible Marketing Policy clearly states that we will respect the role of parents and caregivers by not marketing directly to children under 12. Specifically, this means we will not advertise in:

  • All media which directly targets children under 12, including shows, print media, websites, social media, movies and SMS/email marketing.
  • We define media that directly targets children under 12 as media in which 35% or more of the audience is composed of children under 12, where this information is possible to obtain.

We will not design our marketing communications in a way that directly appeals to children under 12. Specifically, we will not use, in any communications created after the date of adoption of this policy:

  • Celebrities or characters whose primary appeal is to children under 12, with the exception of brand equity characters already in use.
  • Movie tie-ins related to movies that primarily appeal to children under 12.
  • Games, video games or contests designed to appeal primarily to children under 12.
  • Licensed merchandise whose primary appeal is to children under 12.
  • Images of our products being consumed by children under 12 without an adult present. We will not feature any children who are, or appear to be, under 3.
  • Branded sponsorships of sporting and entertainment events which primarily target children under 12.

The above is simply why the little angel may not have what the netizens currently wish for her. But even with that, it would be rational for the company to recognize her, and hold her by hands before she meets the company’s threshold.

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Kai Eli

Eli is a dedicated digital scribe with a bias on matters politics, governance, social media, and entertainment.
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