Coca-Cola has insisted its latest campaign does not break a promise not to promote its products to kids.
It is ploughing £5m into Coke Zone, a long-term on-pack giveaway that encourages teens to repeat-buy in order to accumulate points and gain rewards such as music and electronic games. The promotion will be backed by TV, press and online ads from March.
Coke, which recently signed an EU-wide pledge not to target under-12s, said consumers over 16 and young adults were the core audience. It added that the Coke Zone website was not open to consumers under the age of 12.
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