Table 1.

Brand logos and corporate social responsibility (CSR)-themed advertisements (ads) included in the interview schedule

Brand logo	CSR ad name (length in seconds)	CSR strategy previously identified	Web link to ad	Description of ad provided on the website
	‘Ronald McDonald House’ (64 s)	Community	http://www.coca-colajourney.com.au/videos.community.html	No description provided
	‘MILO, the official drink of play’ (30 s)	Consumer responsibility	https://www.youtube.com/watch?v=EVOAruxenFE	‘Active play is a fun way to ensure your kids are physically active, and get plenty of running, hopping and jumping – all great for healthy bone development. When it comes to Calcium, milk is a great source. And because MILO contains calcium, by adding MILO to your glass of milk, you can boost its calcium content by 70 %! In addition to this MILO and milk is a nutrient rich, low GI option – great for fueling active fun. No wonder MILO is the official drink of play!’
	‘Join us on Clean Up Australia Day’ (30 s)	Environment	https://www.youtube.com/watch?v=_ECOYzNtPQw	‘Join us on Clean Up Australia Day and help us restore beauty in our local neighbourhoods. Together we can make a difference! Visit cleanup.org.au to register a site near you!’