Part 16 (1/2)
Page 92 former college athletic director: Marc Kaufman, ”Health Advocates Sound Alarm As Schools Strike Deals with c.o.ke and Pepsi,” Marc Kaufman, ”Health Advocates Sound Alarm As Schools Strike Deals with c.o.ke and Pepsi,” Was.h.i.+ngton Post Was.h.i.+ngton Post, March 23, 1999.
Page 93 DeRose would agree to speak: Dan DeRose, e-mail to the author. Dan DeRose, e-mail to the author.
Page 93 ”My basic philosophy”: Billie Stanton, ”Are Ad-Splashed Schools Selling Out Our Kids?” Billie Stanton, ”Are Ad-Splashed Schools Selling Out Our Kids?” Denver Post Denver Post, November 28, 1999.
Page 93 one signed by Cicero-North Syracuse High School: Ross Getman, interview by the author; Lori Duffy, ”C-NS Gets a Taste of c.o.ke-Fueled Stadium; Coca-Cola, Taxpayers Would Fund $5.5m Complex,” Ross Getman, interview by the author; Lori Duffy, ”C-NS Gets a Taste of c.o.ke-Fueled Stadium; Coca-Cola, Taxpayers Would Fund $5.5m Complex,” Post-Standard Post-Standard (Syracuse, NY), July 14, 1998. (Syracuse, NY), July 14, 1998.
Page 93 with the help of the president of the state a.s.sembly: Michael Bragman, ”c.o.ke-School Agreement Good Deal for Taxpayers,” Michael Bragman, ”c.o.ke-School Agreement Good Deal for Taxpayers,” Post-Standard Post-Standard (Syracuse, NY), August 3, 1998. (Syracuse, NY), August 3, 1998.
Page 93 two fully stocked c.o.ke machines: Amber Smith, ”First Impressions: Bragmans Prepare Their Home to Host a Barbecue with Hillary Clinton,” Amber Smith, ”First Impressions: Bragmans Prepare Their Home to Host a Barbecue with Hillary Clinton,” Post-Standard Post-Standard (Syracuse, NY), July 8, 1999. (Syracuse, NY), July 8, 1999.
Page 93 2-cent-per-container soda tax . . . reelection campaigns: Kevin Sack, ”How Albany Works, Lesson 1: Lobbying, the Beverage Industry Pushes Hard for a Tax Break, and Succeeds,” Kevin Sack, ”How Albany Works, Lesson 1: Lobbying, the Beverage Industry Pushes Hard for a Tax Break, and Succeeds,” New York Times New York Times, June 12, 1995; Erik Kriss, ”Bragman Holds Largest Larder in the Region; Election Reports Disclose Donations to New York Candidates,” Post-Standard Post-Standard (Syracuse, NY), July 24, 1998; Jacqueline Arnold and Jim Emmons, ”Cola Wars Loom for CNY School Districts; Liverpool and North Syracuse Are Putting Together Million-Dollar Deals with Coca-Cola,” (Syracuse, NY), July 24, 1998; Jacqueline Arnold and Jim Emmons, ”Cola Wars Loom for CNY School Districts; Liverpool and North Syracuse Are Putting Together Million-Dollar Deals with Coca-Cola,” Post-Standard Post-Standard (Syracuse, NY), April 13, 1998. (Syracuse, NY), April 13, 1998.
Page 93 standing next to Bragman . . . money for the stadium: Duffy, ”C-NS Gets a Taste of c.o.ke-Fueled Stadium.” Duffy, ”C-NS Gets a Taste of c.o.ke-Fueled Stadium.”
Page 94 written up in c.o.ke's hometown newspaper: Jennifer Brett, ”Corporate Partners.h.i.+p: Cash Strapped Schools Ponder Sponsors.h.i.+ps,” Jennifer Brett, ”Corporate Partners.h.i.+p: Cash Strapped Schools Ponder Sponsors.h.i.+ps,” Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, January 21, 1999.
Page 94 school districts from Portland . . . to Edison: Kaufman, ”Health Advocates Sound Alarm As Schools Strike Deals with c.o.ke and Pepsi.” Kaufman, ”Health Advocates Sound Alarm As Schools Strike Deals with c.o.ke and Pepsi.”
Page 94 92 percent of high schools . . . 43 percent of elementary schools: Elizabeth Becker and Marian Burros, ”Eat Your Vegetables? Only at a Few Schools,” Elizabeth Becker and Marian Burros, ”Eat Your Vegetables? Only at a Few Schools,” New York Times New York Times, January 13, 2003; C. Miller et al., ”Nutrition Services and Foods and Beverages Available at School: Results from the School Health Policies and Programs Study 2000,” Journal of School Health Journal of School Health 71 (2001), 313-324. 71 (2001), 313-324.
Page 94 ”If a high school student drinks a c.o.ke”: Cardello, 109. Cardello, 109.
Page 94 targeted kids with special come-ons: Allen, 207; Pendergrast, 203. Allen, 207; Pendergrast, 203.
Page 94 ”children under 6 or 7 years old ”: Dietz, 127; Watters, 229. Dietz, 127; Watters, 229.
Page 95 babies recognize brands: Daniel S. Acuff and Robert H. Reiher, Daniel S. Acuff and Robert H. Reiher, Kidnapped: How Irresponsible Marketers Are Stealing the Minds of Your Children Kidnapped: How Irresponsible Marketers Are Stealing the Minds of Your Children (Chicago: Dearborn, 2005), 71; Susan Gregory Thomas, (Chicago: Dearborn, 2005), 71; Susan Gregory Thomas, Buy, Buy Baby: How Consumer Culture Manipulates Parents and Harms Young Minds Buy, Buy Baby: How Consumer Culture Manipulates Parents and Harms Young Minds (Boston: Houghton Mifflin, 2007), 5. (Boston: Houghton Mifflin, 2007), 5.
Page 95 ”With soft drink consumption”: Steve Matthews, ”Connecticut May Ban Soft Drinks in Schools on Obesity Concern,” Bloomberg News, May 25, 2005. Steve Matthews, ”Connecticut May Ban Soft Drinks in Schools on Obesity Concern,” Bloomberg News, May 25, 2005.
Page 95 ”collectors' items”: Allan Petretti, Allan Petretti, Petretti's Coca-Cola Collectibles Price Guide Petretti's Coca-Cola Collectibles Price Guide, 10th ed. (Dubuque, IA: Antique Trader Books, 1997).
Page 95 ”You take any character that is cute”: Daniel Acuff, interview by the author. Daniel Acuff, interview by the author.
Page 95 originally intended for teens or adults: Juliet B. Schor, Juliet B. Schor, Born to Buy Born to Buy (New York: Scribner, 2004), 40. (New York: Scribner, 2004), 40.
Page 95 helped foment the concept of ”product placement”: Scott Leith, ”c.o.ke Leads Push to Place Products in Movies, TV,” Scott Leith, ”c.o.ke Leads Push to Place Products in Movies, TV,” Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, October 29, 2000.
Page 95 ”ludicrously conspicuous”: Tom Shales, ”'Young Americans': WB's Summer Fling,” Tom Shales, ”'Young Americans': WB's Summer Fling,” Was.h.i.+ngton Post Was.h.i.+ngton Post, July 12, 2000.
Page 95 sponsors.h.i.+p of the runaway television hit . . . ”35- to 64-[year-olds]”: Theresa Howard, ”Real Winner of 'American Idol': c.o.ke,” Theresa Howard, ”Real Winner of 'American Idol': c.o.ke,” USA Today USA Today, September 9, 2002.
Page 96 brokered a $150 million deal: Olinka Koster, ”Harry Potter Author's Coca-Cola Deal,” Olinka Koster, ”Harry Potter Author's Coca-Cola Deal,” The Advertiser The Advertiser, October 19, 2001.
Page 96 c.o.ke wouldn't appear . . . Minute Maid juices, and Hi-C: ”CSPI Says c.o.ke Deal Makes 'Chamber of Secrets' More Like 'Chamber of Commerce,'” U.S. Newswire, October 24, 2002. ”CSPI Says c.o.ke Deal Makes 'Chamber of Secrets' More Like 'Chamber of Commerce,'” U.S. Newswire, October 24, 2002.
Page 96 ”Kids love Harry Potter”: Greg Ha.s.sell, ”Marketing Column,” Greg Ha.s.sell, ”Marketing Column,” Houston Chronicle Houston Chronicle, October 10, 2001.
Page 96 ”The target is really”: Scott Leith, ”a.n.a.lyst Criticizes c.o.ke's Marketing Efforts,” Scott Leith, ”a.n.a.lyst Criticizes c.o.ke's Marketing Efforts,” Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, June 14, 2001.
Page 96 second-highest-grossing film at the time: Brian Fuson, ”Warner Reaps More Magic from Potter: $88mil Bow,” Brian Fuson, ”Warner Reaps More Magic from Potter: $88mil Bow,” Hollywood Reporter Hollywood Reporter, November 19, 2002.
Page 96 most successful campaign of the year: Scott Leith, ”Coca-Cola Confident of 'Harry Potter' Benefits,” Scott Leith, ”Coca-Cola Confident of 'Harry Potter' Benefits,” Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, February 1, 2002.
Page 96 eighty-five of them between 2001 and 2009 . . . Enchanted: Enchanted: BrandChannel, Movie Product Placement, BrandChannel, Movie Product Placement, /brandcameo_brands.asp?all_year=all_year#brand_list.
Page 96 leap to online advertising . . . 100,000 visitors a month: Louise Story, ”c.o.ke Promotes Itself in a New Virtual World,” Louise Story, ”c.o.ke Promotes Itself in a New Virtual World,” New York Times New York Times, December 7, 2007; author visit to CCMetro.
Page 97 Domac and her students . . . keeps the figures: Domac, interview by the author. Domac, interview by the author.
Page 98 ban on soda in the entire Los Angeles: Helen Gao, ”Soda Ban May Burst Bubble; LAUSD Students Could Be the un-Pepsi generation,” Helen Gao, ”Soda Ban May Burst Bubble; LAUSD Students Could Be the un-Pepsi generation,” Daily News Daily News (Los Angeles), August 26, 2002. (Los Angeles), August 26, 2002.
Page 98 data from a new UCLA study: Gao, ”Soda Ban May Burst Bubble.” Gao, ”Soda Ban May Burst Bubble.”
Page 99 threatening to pull its sponsors.h.i.+p: Gao, ”Soda Ban May Burst Bubble.” Gao, ”Soda Ban May Burst Bubble.”
Page 99 unanimously voted to cut their contract: Helen Gao, ”Last Sip for Campus Sodas; School Board Bans Soft-Drink Sales,” Helen Gao, ”Last Sip for Campus Sodas; School Board Bans Soft-Drink Sales,” Daily News Daily News (Los Angeles), August 28, 2002; Erika Hayasaki, ”Schools to End Soda Sales; L.A. Unified: The Soft Drinks Won't Be Allowed on Campuses Starting in 2004. They May Be Replaced by More Healthful Beverages,” (Los Angeles), August 28, 2002; Erika Hayasaki, ”Schools to End Soda Sales; L.A. Unified: The Soft Drinks Won't Be Allowed on Campuses Starting in 2004. They May Be Replaced by More Healthful Beverages,” Los Angeles Times Los Angeles Times, August 28, 2002.
Page 99 sp.a.w.ning similar resolutions: ”School Ad Backlash,” ”School Ad Backlash,”Denver Post, October 1, 2000.
Page 99 ”This is like using a squirt gun”: Daniel B. Wood, ”A Farewell to Fizz from LA Lunchrooms,” Daniel B. Wood, ”A Farewell to Fizz from LA Lunchrooms,” Christian Science Monitor Christian Science Monitor, August 30, 2002.
Page 99 ”it's the couch, not the can”: Sherri Williams, ”More Limits Sought on Soda Sales in Schools,” Sherri Williams, ”More Limits Sought on Soda Sales in Schools,” Columbus Dispatch Columbus Dispatch, January 9, 2004.
Page 99 ”Step with It!”: ”Coca-Cola: The Bottom Line,” Datamonitor, July 19, 2002. ”Coca-Cola: The Bottom Line,” Datamonitor, July 19, 2002.
Page 100 praise from . . . Tommy Thompson: Scott Leith, ”Atlanta-Based CCE Takes on Critics, Defends Soft-Drink Sales in Schools,” Scott Leith, ”Atlanta-Based CCE Takes on Critics, Defends Soft-Drink Sales in Schools,” Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, April 6, 2003.
Page 100 c.o.ke reportedly ”donated” $200,000: Melanie Warner, ”Striking Back at the Food Police,” Melanie Warner, ”Striking Back at the Food Police,” New York Times New York Times, June 12, 2005.
Page 100 ”There is a rush”: Dan Mindus, senior a.n.a.lyst, Center for Consumer Freedom, interview by the author. Dan Mindus, senior a.n.a.lyst, Center for Consumer Freedom, interview by the author.
Page 100 four to eight times more likely: David S. Ludwig, ”Relations.h.i.+p Between Funding Source and Conclusion Among Nutrition-Related Scientific Articles,” David S. Ludwig, ”Relations.h.i.+p Between Funding Source and Conclusion Among Nutrition-Related Scientific Articles,” Public Library of Science Public Library of Science 4, no. 1 (January 2007), e5. 4, no. 1 (January 2007), e5.
Page 100 ”Is that happening today”: David Ludwig, interview by the author. David Ludwig, interview by the author.
Page 100 The argument hits deep: See Lori Dorfman and Lawrence Wallack, ”Moving Nutrition Upstream: The Case for Reframing Obesity,” See Lori Dorfman and Lawrence Wallack, ”Moving Nutrition Upstream: The Case for Reframing Obesity,” Journal of Nutrition Education and Behavior Journal of Nutrition Education and Behavior 39, no. 2S (March/April 2007), S46-50; Raj Patel, 39, no. 2S (March/April 2007), S46-50; Raj Patel, Stuffed and Starved: Markets, Power, and the Hidden Battle for the World Food System Stuffed and Starved: Markets, Power, and the Hidden Battle for the World Food System (Hoboken, NJ: Melville House, 2007), 276; Abigail C. Saguy and Kevin W. Riley, ”Weighing Both Sides: Morality, Mortality, and Framing Contests over Obesity,” (Hoboken, NJ: Melville House, 2007), 276; Abigail C. Saguy and Kevin W. Riley, ”Weighing Both Sides: Morality, Mortality, and Framing Contests over Obesity,” Journal of Health Politics, Policy and Law Journal of Health Politics, Policy and Law 30, no. 5 (2005), 869-923. 30, no. 5 (2005), 869-923.
Page 101 spent $2.8 billion in advertising: The Coca-Cola Company, Annual Report, 2009. The Coca-Cola Company, Annual Report, 2009.
Page 101 ”Certainly students should be taught”: Lori Dorfman, director, Berkeley Media Studies Group, interview by the author. Lori Dorfman, director, Berkeley Media Studies Group, interview by the author.
Page 101 strategic retreat . . . ”We just don't think”: ”c.o.ke Easing Off Marketing in Schools,” ”c.o.ke Easing Off Marketing in Schools,” Houston Chronicle Houston Chronicle, March 15, 2001.
Page 101 n.o.body bothered to tell . . . ponied up a bid: Scott Leith, ”Obesity Weighs Heavily on Colas; Industry Studies How to Fight Back in Health Debate,” Scott Leith, ”Obesity Weighs Heavily on Colas; Industry Studies How to Fight Back in Health Debate,” Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution , February 6, 2005. , February 6, 2005.
Page 101 ”What is the plan?”. . . placed on its board: Sherri Day, ”c.o.ke Moves with Caution to Remain in Schools,” Sherri Day, ”c.o.ke Moves with Caution to Remain in Schools,” New York Times New York Times, September 3, 2003.
Page 102 ”They are a win for the students”: ”Sodas in Schools Become an Issue,” ”Sodas in Schools Become an Issue,” Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, September 6, 2001.