TABLE 2.
Evidence for 280 U.S. media campaigns organized by the typology categories and used to encourage or discourage nonalcoholic sugary beverages or encourage unsweetened water, milk, coffee, tea, or 100% juice to Americans, 1886–2021
| Campaign typology category time frame (# campaigns) | Funders or supporters | Media campaign examples (campaign start date, year) |
|---|---|---|
| 1. Corporate advertising, marketing, and entertainment campaigns (1886–2021 [n = 184]) | Beverage firms |
Branded soda and sugary beverage campaigns The Coca‐Cola Company (n = 81): Drink Coca‐Cola and Enjoy It (1886); Delicious and Refreshing (1904); Coca‐Cola Revives and Sustains (1905); The Great National Temperance Beverage (1906); Three Million a Day (1917); Thirst Knows No Season (1922); Enjoy Thirst (1923); Refresh Yourself (1924); Six Million a Day (1925); It Had to Be Good to Get Where It Is (1926); Pure as Sunlight (1927); Around the Corner from Everywhere (1927); The Pause that Refreshes (1929); Ice Cold Sunshine (1932); The Best Friend Thirst Ever Had (1938); Thirst Asks Nothing More (1939); Whoever You Are, Whatever You Do, Wherever You May Be, When You Think Refreshment Think of Ice Cold Coca‐Cola (1939); The Only Thing Like Coca‐Cola is Coca‐Cola Itself (1942); Where There's Coke There's Hospitality (1948); Along the Highway to Anywhere (1949); What You Want is a Coke (1952); Coca‐Cola… Makes Good Things Taste Better (1956); Sign of Good Taste (1957); The Cold, Crisp Taste of Coke (1958); Be Really Refreshed (1959); Things Go Better with Coke (1963); It's the Real Thing (1969); Look Up America (1975); Coke Adds Life (1976); Have a Coke and a Smile (1976); Coke Is It! (1982); We've Got a Taste for You (1985); America's Real Choice (1985); Red, White & You (1986); Catch the Wave (1986); When Coca‐Cola is a Part of Your Life, You Can't Beat the Feeling (1987); You Can't Beat the Feeling (1988); Official Soft Drink of Summer (1989); You Can't Beat the Real Thing (1990); Always Coca‐Cola (1993); Taste It All (1993); This is Refreshment (1994); Obey Your Thirst (Sprite, 1994); The World Together, Always (1994); Just for the Taste of It (1996); Get Caught Red Handed (1997); Coca‐Cola Incredible Summer (1997); Feed the Rush (Surge, 1997); Fully Loaded Summer (Surge, 1997); You are What You Drink (1998); Surge Around the World (Surge, 1998); Coke Card (1998); No Thirst is Safe (Citra, 1998); Live Your Life (1999); Coca‐Cola. Enjoy (2000). It Could Be Your Next Coke (2000); Drink Sprite. Get Rocketcash. Buy What You Want (2000); Life Tastes Good (2001); Nature's a Mother. Drink to It (Mad River Teas, 2002); Coca‐Cola … Real (2003); Real, Make It Real (2005); The Coke Side of Life (2006); Sip Stealing. Not a Felony in All 50 States (2006); Real Coca‐Cola Taste with Zero Calories (2007); Great Taste Has Its Benefits (2007); Open Happiness (2009); Don't Settle for an Incomplete Sports Drink (Powerade, 2009); Don't Dew It (Vault, 2009); Polar Bears Catch (2012); Liquid and Linked (2012); Move to the Beat (2012); Movement is Happiness (2013); Mirage (2013); The Ahh Effect (2013); Get a Taste (2014); Share a Coke (2014); It's Beautiful (2014); Taste the Feeling (2016); #ThatsGold Rio campaign (2016); The Letter (2020); Real Magic (2021) PepsiCo, Inc. (n = 84): Exhilarating, Invigorating, Aids Digestion (1903); Original Pure Food Drink (1907); Delicious and Healthful (1908); Drink Pepsi‐Cola. It Will Satisfy You (1913); For All Thirsts ‐ Pepsi‐Cola (1915); Pepsi‐Cola – It Makes You Scintillate (1919); Peps You Up! (1928); Here's Health! (1929); Sparkling, Delicious (1932); It's the Best Cola Drink (1933); Double Size (1934); Refreshing and Healthful (1934); Bigger Drink, Better Taste (1934); Join the Swing to Pepsi‐Cola (1938); Twice as Much for a Nickel (1939); It's a Great American Custom (1947); Why Take Less When Pepsi's Best (1949); More Bounce to the Ounce (1950); Any Weather is Pepsi Weather (1950); The Light Refreshment (1954); Refreshing Without Filling (1955); Say Pepsi, Please (1957); Be Sociable/ The Sociables/Be Sociable, Have a Pepsi (1958); Now It's Pepsi for Those Who Think Young (1961); Come Alive! You're in the Pepsi Generation! (1963); (Taste that Beats the Others Cold) Pepsi Pours It On (1967); You've Got a Lot to Live. Pepsi's Got a Lot to Give (1969); Join the Pepsi People Feelin' Free (1973); Lipsmackin Thirst Quenchin Pepsi (1974); Have a Pepsi Day (1976); Catch the Pepsi Spirit (1979); Pepsi's Got Your Taste for Life (1981); Pepsi Now! Take the Challenge! (1983); Pepsi. The Choice of a New Generation (1984); Pepsi. A Generation Ahead (1989); Gotta Have It/Chill Out (1991); The Choice is Yours (1992); Be Young, Have Fun, Drink Pepsi (1993); Right Now (1993); Double Dutch Bus (1994); Do the Dew (1995); Nothing Else is a Pepsi (1995); Drink Pepsi. Get Stuff (1995); Change the Script (1996); Generation Next (1997); This is Diet? (1997); It's the Cola (1998); I Love My Mug (Mug, 1999); For Those Who Think Young/The Joy of Pepsi‐Cola (1999); Ask for More (1999); Too Good to Be One Calorie. But It Is. (2000); Choose Your Music (2000); Share the Joy with Music (2000); Mountain Dew Pirate Radio (2001); The Joy of Pepsi (2001); Think Young Drink Young (2002); Pepsi – It's the Cola (2003); Dare for More (2003); Catch that Pepsi Spirit (2006); Why You Doggin' Me/Taste the One That's Forever Young (2006); More Happy (2007); More Cola Taste (2007); Wake Up People! (2007); Pepsi is #1 (2008); Something for Everyone (2008); Every Sip Brings You Closer (2008); Yes You Can (2009); Zero Calories, Maximum Taste (Pepsi Max, 2009); Refresh Everything/Every Generation Refreshes the World (2009); Every Pepsi Refreshes the World (2010); Summer Time is Pepsi Time (2011); Born in the Carolinas (2011); Where There's Pepsi, There's Music (2012); Live for Now (2012); Change the Game (2012); This is How We Dew (2012); Win from Within (2012); Polar Bowl (2012); The Best Drink Created Worldwide (2012); Make Interesting Happen (2014); Out of the Blue (2015); Pepsi Generations (2018); That's What I Like (2020); Greatest of All Time (GOAT) Camp (2020) Branded juice campaigns (n = 10) (1994–2018) Memories (Welch's, 1994); Bite Into It (Minute Maid, Coca‐Cola, 1997); 100% Juice (Northland cranberry juice, 1997); We Only Pick the Best Fruit (Ocean Spray, 1998); Squeeze the Day (Minute Maid, Coca‐Cola, 1999); Introducing Simply Orange … 100% Unfooled Around With (Minute Maid, Coca‐Cola, 2001); Squeeze, It's a Natural (Tropicana, PepsiCo, 2009); Wake Up Your MMOJO (Minute Maid, Coca‐Cola, 2011); Tap Into Nature (Tropicana, PepsiCo, 2012); and Sip Smarter—Every Day Begins With a Sip (national, 2018) Branded coffee campaigns (n = 2) (1990) Sophisticated Taste (Taster's Choice, Nestlé, 1990); The Coffee for Intense Taste (Nescafe, Nestlé) Branded water campaigns (n = 5) (2000–2018) It's a Brett Favre Thing (Real Pure water & sports drink, 2000); L'Original (Evian, 2000–2002); We Promise Nothing (Aquafina, PepsiCo, 2002); Evian: Your Natural Source of Youth (Evian, 2004); I Wanna #Liveyoung (Danone, 2018) Branded nondairy, plant‐based milk campaigns (n = 3) (2000–2021) Get Your Soy with Silk (Danone, 2000); Silk: Milk of the Land (Danone, 2021); Wow No Cow (Oatly, 2021) |
| 2. Corporate social repsonsibility, public relations, and cause marketing campaigns (2007–2021 [n = 16]) | Industry trade associations and beverage firms |
Branded soda and sugary beverages and water campaigns The American Beverage Association: Balance Calories Initiative and Mixify Campaign (national, 2014) The Coca‐Cola Company: Live Positively (2010); Coca‐Cola Every Bottle has a Story (2011); The Great Meal and Together Tastes Better (2020); Together We Must (2020); Refreshing the World and Making a Difference (2021) PepsiCo. Inc.: Helping Children Get Clean Water (Ethos, 2007); Pepsi Refresh Project (2010); Pepsi We Inspire (2010); Black Lives Matter (2017); LIFEWTR, Black Art Rising (2020); Food for Good (2020); Life Unseen (2021) Other water campaigns Danone North America: Drink 1, Give 10/1 L = 10 L for Africa (Volvic water, 2008) Nestlé North America: Nestlé Waters Challenge (2019); Nestlé Pure Life (2019) |
| 3. Social marketing campaigns (1970–2021 [n = 20]) | Municipal, state, and federal government agencies in partnership with public health agencies and coalitions |
Fluid cow's milk campaigns (n = 11) Every Body Needs Milk (California statewide and Oregon, mid‐1970s); Milk. It Does a Body Good (national, 1980s); Lowfat Milk Campaign (New York City, NY, 1990); 1% or Less (West Virginia, California, Hawaii and Oklahoma statewide, 1995); Got Milk? (national, 1995); Milk Mustache (national, 1997); Milk Made Better (national, 2000); White Gold (California statewide, 2008); Choose 1% Milk (Oklahoma statewide, 2014); Milk Life (national, 2014); You're Gonna Need Milk with That. Got Milk? (national, relaunched 2020) Water and juice promotion campaigns (n = 9) Drink Up! (national, 2013); Live Sugarfreed (Rural regions of Kentucky, Virginia and Tennessee, 2015); One Less Challenge (Delaware statewide, 2015); Kim and Pura (New York City, NYC, 2016); NJ Live Sugarfreed (New Jersey statewide, 2017); Sip Smarter—Every Day Begins With a Sip (national, 2018); Choose Water Not Sugary Drinks! (Berkeley, CA, 2020); Skip the Sugar Choose Water (Albany, CA, 2020); Be Ready. Be Hydrated. Drink Water (Seattle, WA, 2020) |
| 4. Public information, awareness, education, and health promotion campaigns (1996–2020 [n = 27]) | Municipal, state, and federal government agencies in partnership with public health agencies and coalitions | Get Coke Out of Seattle Schools (Seattle, WA, 1996); Rethink Your Drink (San Francisco, CA, 2008); Are You Pouring on the Pounds? (New York City, NY, 2009); Drinks Destroy Teeth (Indiana statewide, 2010); Rethink Your Drink (Cook County, IL, 2010); Are You Pouring on the Pounds? (San Francisco, CA, 2010); FatSmack (Boston, MA, 2011); Life's Sweeter with Fewer Sugary Drinks (Boston, Los Angeles, Philadelphia, San Antonio and Seattle, 2011); Sugar Pack (Los Angeles County, CA, 2011); Sugar Bites (Contra Costa County, CA, 2011); It Starts Here (Portland & Multnomah County, OR, 2011); Get Healthy Philly (Philadelphia, PA, 2011); Howard County Unsweetened (Howard County, MD, 2012); Rev Your Bev (Virginia statewide, 2013); Sugar Smarts/Azucar Sabia (Boston, MA, 2013); Your Kids Could Be Drinking Themselves Sick/Drink Yourself Sick (New York City, NY, 2013); Rethink Your Drink (San Diego, CA, 2012); Sounds Healthy (New York City, NY, 2013); Cavities Get Around (Colorado statewide, 2014); Rethink Your Drink (cities nationwide 2015); Choose Water (Los Angeles, CA, 2015); Drink NYC Tap Water (New York City, NY, 2016); Sour Side of Sweet (New York City, NY, 2017); Hidden Sugar (Denver, CO, 2017); Rethink Your Drink (Arkansas statewide, 2017); Healthy for Good Sip Smarter (national, 2018); Healthy Drinks Healthy Kids (national, 2020) |
| 5. Media advocacy and countermarketing campaigns (2007–2015 [n = 10]) | Municipal, state, and national government agencies; public health advocacy organizations and coalitions | Global Dump Soft Drinks (national and international, 2007); Dunk the Junk (San Francisco, CA, 2011); The Real Bears (national, 2012); Kick the Can (California statewide and national, 2012); Soda Sucks (California statewide, 2012); The Bigger Picture (San Francisco, CA, 2013); Coming Together: Translated (national, 2013); Open Truth Now (San Francisco, CA, 2015); ‘Share a Coke’ with Obesity (national, 2015); Change the Tune (national, 2015) |
| 6. Political and public policy campaigns (2012–2018 [n = 23]) | Municipal and state government agencies; public health advocacy organizations and coalitions; and industry trade organizations |
Pro‐sugary beverage tax campaigns (n = 11) Richmond Fit For Life (Richmond, CA, 2012); Choose Health SF (San Francisco, CA, 2014); Healthy Diné Nation Act (Navajo Nation, 2014); Vote Yes on Measure D/Berkeley vs. Big Soda (Berkeley, CA, 2014); Vote Yes on Proposition V (San Francisco, CA, 2016); Vote Yes on Measure HH to Protect our Children's Health/Oakland vs. Big Soda (Oakland, CA, 2016); Yes on O1 (Albany, CA, 2016); Vote Yes on Soda Tax Because Our Kids Are Worth It! (Philadelphia, PA, 2016); Healthy Boulder Kids Campaign (Boulder, CO, 2016); Pre‐K for Santa Fe (Santa Fe, NM, 2017); Seattle Healthy Kids Coalition (Seattle, WA, 2017) Anti‐sugary beverage tax and preemption campaigns (n = 12) No on N campaign (Richmond, CA, 2012); No SF Beverage Tax/Vote No on E (San Francisco, CA 2014); No Berkeley Beverage Tax (Berkeley, CA, 2014); No on V/Enough is Enough: Do not Tax Our Groceries (San Francisco, CA, 2016); No Oakland Grocery Tax/No on HH (Oakland, CA, 2016); No on O1 (Albany, CA, 2016); No Philly Grocery Tax (Philadelphia, PA, 2016); Better Way for Santa Fe & Pre‐K (Santa Fe, NM, 2017); Yes! To Affordable Groceries (Washington statewide, 2017); Vote Yes on Measure 103 to Keep Our Groceries Tax Free (Oregon, 2017); Keep Seattle Liveable for All Coalition (Seattle, WA, 2017); Keep Groceries Affordable Act (California, 2018) |