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CFFPE Pressure Pays Off Coke Forced To Announce Changes In Schools Claim They No Longer Will Emphasize Exclusive Contracts |
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Reacting to growing public concern over commercialism in schools and health risks caused by soft drinks, Coke announced a dramatic shift in their marketing strategy for North American public schools on March 14. The announcement comes in the wake of the Centers ongoing aggressive awareness campaign against exclusive cola contracts in schools across the country.
In what many view as a public relations move, Cokes new position includes encouraging non-exclusive contracts, producing special logo-free vending machines for schools, and offering students the option of nutritious vitamin-enriched beverages. Andrew Hagelshaw, the Center for Commercial-Free Public Educations Executive Director doesnt put much faith in Cokes new strategy. Everywhere that Coke has been pushed out, they have left kicking and screaming, said Hagelshaw. They want us to think that this is an educational-based decision, but we know that this is a business move forced by the bottom line. Four years ago, Coke and Pepsi started brokering exclusive contracts with cash-strapped school districts across the country. Since then, 240 school districts in 31 states have entered into these agreements. Exclusive marketing contracts guarantee the companies a captive audience in a competition-free environment, with an implied product endorsement from the school administration. Meanwhile, schools are finding that the multimillion-dollar promises are falling short of balancing ailing budgets. Last year in Seattle, the districts Coke deal yielded less than $14 per student. Coke deals just are not worth it, said Seattle educator and anti-commercialism activist Brita Butler-Wall One result of advertising in our schools is growing student cynicism. Teachers and schools lose the communitys respect and self-confidence. |
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