There’s nothing better than cracking open a cold can of Pepsi on a scorching summer’s day – at least, that’s what soft-drink companies would have consumers believe.
For as long as we can remember, Hollywood A-listers have been brought on board by junk food giants to promote an array fizzy drinks, that, despite their known health implications, at times have even been dubbed as “delicious and healthful” (seriously – this is what Pepsi branded their drink as between iconic 1909 and 1939).
Since then (and a slew of hilarious celebrity endorsements later), numerous studies have shown how television, namely TV advertising, influences what we do, say, buy and, in this case, eat and drink.
While we may know better than to rush out and buy a slab of Diet Pepsi just because Sofia Vergara drinks it, the impact this kind of advertising has on our children is alarming – especially since one in four children in Australia are currently overweight or obese.
It’s this statistic, in conjunction with some current and questionable advertising campaigns, that has prompted an online network of mums and dads, known as Parents’ Voice, to fame and shame brands who direct the advertisement of unhealthy products to our Aussie kids.
WATCH: Sofia Vergara, very early in her career, star in a Pepsi commercial below. Article continues…
Even Britney Spears had a stint as celebrity endorser for the fizzy drink.
In this year’s annual Parents’ Voice Fame and Shame Awards, Coca Cola took out a whopping two Shame awards, winning the Pester Power category for their campaign entitled “Brotherly Love”, which features a young boy idolising his Coca Cola-drinking older brother.
The undesirable award was given “for the food marketing campaign that uses techniques which appeal to children, leading to them nagging their parents for unhealthy foods”.
“Parents are concerned that Coca-Cola Australia is continuing to develop marketing techniques that target children,” says Alice Pryor, campaigns manager for Parents’ Voice.
Speaking out about the awards, which were also received by Powerade for associating its sugar-loaded beverage with sporting success, was Wendy Watson, nutrition program manager at the Cancer Council NSW.
“Cancer Council NSW have identified food marketing to children as a priority area,” she says. “We know kids are influenced by ads and will ask for these foods, which are mostly fatty junk foods.
“It is contributing to the obesity epidemic and once a child is obese it is very likely they will be obese or overweight in adulthood – and there is the link to cancer,” Wendy finished, referring to the tie between excess weight in adulthood and 13 different cancers.
Even with the myriad of health data to suggest its negative consequences, celebrities still sign on for the promotion of fizzy drinks.
The awards, which aim to improve the food and activity environments of Australian children, also recognise the campaigns that carry messages of health and positivity to our kids.
“Girls Make Your Move” – a clip encouraging young women to get active and participate in sport was awarded the coveted Physical Activity title, while the Food category was taken out by Woolworths and Jamie Oliver for their work in providing free fruit for kids in Aussie supermarkets.
While summer is a time when many of us, including kids, crave ice-cold drinks, healthier options like fresh juices and fruit-infused water make desirable alternatives.
Reducing that eye-opening statistic is a major priority for Australian families, which is why it’s never been so important to get active as the weather heats up.
How to keep kids active (and away from the TV) this summer
According to Better Health Victoria , the below five, fun-filled outdoor activities are a great way to get your children moving:
Teach them a new skill or sport
Take them to the local playground or pool and participate yourself
Bring a ball to outdoor lunches and picnics
Garden together, wash the car together or walk the dog
Encourage walking or cycling over car transport
Visit your local GP to learn more about childhood obesity and how you can make healthy choices for your family today.
