Christmas is still on. Coca-Cola's decree last week that it would no longer advertise to children under 12 years old won't make any difference to its current strategy. In fact two of the agencies it uses in Australia weren't even aware of the announcement from Atlanta.
“It has always been a rule that it doesn't market to [younger children]. That doesn't mean they don't see they ads, but it's about targeting,” said one agency senior, speaking off the record as the firm frowns upon its agencies talking about the brand. “I hadn't even heard [about the under-12s announcement] but it won't make any difference whatsoever.”
“It's about reported proportion by demographic,” he said. If [younger children] make up a significant proportion, Coke won't be advertised. “But there is no way you can stop all kids from seeing an ad.”
James Simmons, head of digital at independent media agency Match Media said Coca-Cola's statement was made out of need, and akin to fast food giants putting salad on the menu.
“I don't think there will be a huge change in strategy. It is not the end of Santa.”
Update: a spokesperson for Coca-Cola said: "Our Responsible Marketing policy has not changed. Our agencies are familiar with the efforts that we undertake to restrict our audiences to those that are 12 and over.
"This long-standing commitment, supporting a parent or guardian’s right to choose what is appropriate for their children, has been in place in Australia for many years.
"Given that our agencies in Australia work with us day to day, campaign by campaign, on making this policy a reality, we did not feel the need to reiterate this to them following the global news update on that topic this week.”
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