American Beverage Association Takes on Soda Tax
Launches ad message campaign on national cable networks
NEW YORK -- With federal and local legislators contemplating taxes on sugary beverages such as soda and fruit juice, it would seem natural that an industry lobby group would break out a loud, brash counter-campaign to try to tamp down the rhetoric, according to Advertising Age. But it didn't, said the report.
The American Beverage Association (ABA), which counts Coca-Cola, PepsiCo and Dr Pepper Snapple Group among its members, "kept its cool" while spearheading the creation of a coalition, Americans Against Food Taxes, that also includes the National Supermarkets [image-nocss] Association, various convenience store associations and major companies like McDonald's, Domino's, Burger King, 7-Eleven and Delta Air Lines.
And now the coalition is ready to respond, the report said.
The group began working with advertising agency Goddard Claussen, Washington, to produce ads that are pointed, but rather demure, when compared to other advocacy advertising, the magazine said. The effort is the first national campaign the ABA has launched targeting taxes on beverages. Its work in that space until now targeted local or regional markets, such as Maine, which last year signed into law a tax on beverages that was later repealed by voters.
Americans Against Food Taxes ads are now running on national cable networks feature a mom driving home from the grocery store through a town where businesses are closed. "Washington is talking about a new tax on juice drinks and soda," the woman in the spot says. "They say its only pennies. Well, those pennies add up when you're trying to feed a family."