Documents Expose How Tobacco Companies Hook Kids On Sugary Drinks
By
Arjun Walia
Arjun Walia
In Brief
- The Facts:Documents
obtained by researchers clearly outline the unethical and immoral
actions Tobacco companies used to 'hook' kids onto sugary drinks. They
use the same tactics they did for
smoking. - Reflect On:Why do and have our federal health regulatory agencies allow such products to be approved as safe for consumption when they are clearly linked to a variety of diseases, like cancer?
Many
moves made by multiple big corporations are extremely unethical,
immoral, and downright shocking. These corporations have completely
compromised our federal health regulatory agencies, and it’s quite clear
that they do not care about the health of the human race and will do
anything when it comes to the success of the products they
manufacture, including taking illegal and/or immoral actions.
One of the more recent examples comes
from the tobacco industry. Companies within the industry used colors,
flavors, and marketing techniques to lure and entice children as
potential future smokers. They actually used and applied these same
strategies to sweetened beverages starting as early as 1963, according to a study conducted by researchers at UC San Francisco.
As the Sugar Scientists point out:
The study, which draws from a cache of previously secret documents from the tobacco industry that is part of the UCSF Industry Documents Library tracked the acquisition and subsequent marketing campaigns of sweetened drink brands by two leading tobacco companies: R.J. Reynolds and Philip Morris. It found that as tobacco was facing increased scrutiny from health authorities, its executives transferred the same products and tactics to peddle soft drinks. The study was published in the March 2019 issue of BMJ.
“Executives in the two largest U.S.-based tobacco companies had developed colors and flavors as additives for cigarettes and used them to build major children’s beverage product lines, including Hawaiian Punch, Kool-Aid, Tang and Capri Sun,” said senior author Laura Schmidt, PhD, MSW, MPH, of the UCSF Philip R. Lee Institute for Health Policy Studies. “Even after the tobacco companies sold these brands to food and beverage corporations, many of the product lines and marketing techniques designed to attract kids are still in use today.” (source)
The new papers, which are available in
the UCSF Truth Tobacco Industry Documents Library, a subset of the UCSF
Industry Documents Library, reveal the close and tight knit
relationships between the big tobacco and big food industries. In fact,
in the 60s and 70s, these companies conducted taste tests with mothers
and their children to evaluate sweetness, colors and flavors for
Hawaiian Punch product line extensions. The children’s preferences were
prioritized.
Kool-Aid Joins Marlboro
Meanwhile, tobacco competitor Philip Morris had acquired Kool-Aid, via General Foods, in 1985. The company flipped its marketing audience from families to children, created its “Kool-Aid Man” mascot, and launched collaborations with branded toys, including Barbie and Hot Wheels. It also developed a children’s Kool-Aid loyalty program described as “our version of the Marlboro Country Store,” a cigarette incentives program. (source)
“The Wacky Wild Kool-Aid style campaign had tremendous reach and impact,” said first author Kim Nguyen, ScD, MPH,
who is also with the UCSF Philip R. Lee Institute for Health Policy
Studies. “Lots of kids in the ’80s dreamed of getting swag from the
Wacky Warehouse. What is really ‘wacky’ is that the Kool-Aid kid program
was modeled after a tobacco marketing strategy designed to build
allegiance with smokers.”
The tobacco giant also acquired Capri
Sun and Tang, and used similar child-focused integrated marketing
strategies to drive those sales.
“The industry claims that these tobacco-inspired marketing strategies are not actually targeting children and should be excluded from these industry-led agreements,” said Schmidt. “But the evidence cited in our research shows that these product lines and marketing techniques were specifically designed for and tested on children.” (source)
The UCSF Industry Documents Library was
launched in 2002 as a digital portal for tobacco documents. Today, the
library includes close to 15 million internal tobacco, drug, chemical
and food industry documents used by scientists, policymakers,
journalists and community members in their efforts to improve and
protect the health of the public.
The Takeaway
At the end of the day, it’s important to
recognize that government health authorities and the corporations we
buy our food from, among other things, really don’t care about us. This
has become extremely evident, as they are responsible for the sharp rise
in numerous diseases. It’s not uncommon to see parents buy their
children products similar to the ones listed above, and that’s due to
mass brainwashing and the fact that we’ve been made to feel that these
products are actually safe. This is why awareness is so critical.
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