This feature length movie reveals some of the deceptive marketing soda companies use to get youth hooked on soda. Teens from Baldwin Park display the power they have to change the industry by taking a stand by uncovering these deceptive tactics and changing their personal behaviors as well.
Increased Consumption of Sugar-Sweetened Beverages Can Increase the Risk of Obesity
“BMI percentile was higher in the 'sugar-sweetened beverages' group than in the 'milk & juice' group…” Keast, D.R., Weatherspoon, L.J., Hoerr, S.L. (2007). Patterns of Beverage Consumption Associated with Adolescent Obesity in the U.S. , Federation of American Society for Experimental Biology Journal, 21(5), pA5-A5, 1/4p
The prevalence of overweight Mexican-American children ages 2-5 was “significantly associated with soda consumption.” Warner, M.L., Harley, K., Bradman, A., Vargas, G., Eskenazi, B. (2006). Soda Consumption and Overweight Status of 2-year old Mexican American Children in California, Obesity, 14(11), 1966-1974.
Soda Companies Have Used Teenage Girls in Their Marketing Campaign to Promote Sugary Beverages to Youth
“The 2010 Search for the 4th Fantana (the "Contest") is open only to legal residents of the 50 United States (and D.C.) who are at least 18 years of age or older…" http://www.fanta.com/rules/
Athletes and Celebrities are Paid Large Sums of Money to Promote Sugary Beverages
“The Coca Cola Company, which holds a 44% share of the U.S. soft drink market, spent $867 million on ads in 1999. Its global advertising budget in 2006 exceeded $2.6 billion.”
“… soft drink companies have developed exclusive, youth oriented marketing tie-ins e.g. 2001 Harry Potter and the Sorcerer’s Stone movie) and celebrity endorsements (e.g. Britney Spears, LeBron James) that are expected to increase sales through association with a favorite hero or entertainment event.” Ramprasad, J.R., Evans, J.S. (2007). How Soft Drinks Contribute to the Pediatric Obesity Epidemic, Northeast Florida Medicine, 58(4), 25-29.
Hispanic/Latino Populations Display Increased Rates of Sugar Sweetened Beverage Consumption
“Mexican Americans, African Americans (US born) and Puerto Ricans were more than twice as likely to consume soda as whites (49%, 42% and 38% vs. 18%, respectively).” Rehm, C.D., Matte, T.D., Van, W.G., Young, C., Frieden, T.R. (2008) Demographic and behavioral factors associated with daily sugar-sweetened soda consumption in New York City adults. Journal of Urban Health, 85(3), 375-385.