- top down leadership/sponsorship for the marketing code essential;
- owned by Marketing rather than Corporate Affairs to truly embrace the Code;
- have to win over heart and minds to make it work;
- governed by annual board review of compliance; and
- ‘Drivers license’ approach gave personal responsibility to all associates involve in marketing communications.
- involve marketing teams to increase awareness;
- recognise that the process is a journey: involve all the required functions to make them feel part of the effort; and
- communicate internally with the help of ready-to-use guidelines.
- The Coca-Cola Company is a founding member of the EU Pledge (launched in 2007), a voluntary initiative by major F&B manufactures to reduce the exposure of children younger than 12 to advertising for products high in fat, sugar and salt;
- the EU Pledge has 21 signatory companies that represent over 80% of food ad spend in Europe; and
- the commitments are monitored by an independent third party. This monitoring shows not only high compliance but importantly a 88% reduction in advertising for covered products.