Katy Perry is about to get criticized for doing what superstars have done for decades: shill sodas.
On Wednesday, a few customer loyality categories, such as the significant Center for Technology in the Community Interest, will run a full-page ad in Variety, the The show biz industry trade book, asking the celebrity musician to stop promotion Coke to younger folks.
"It's a sad tale that some of the best-known superstars in the country are motivating their younger viewers to consume beverages that are bad for their wellness," says Eileen Jacobson, professional home of the team. "We're concentrating on Katy because she is so well-known with teenagers."
The goal: to eventually make celebrities gun-shy about taking on profitable softdrink approval offers. Perry, who is launching a new record, Prism, is the first celebrity in individuals attractions of the loyality team. There will be more, says Jacobson.
At stake: an incredible number of approval dollars that the soda leaders have put in the hands of The united state's most famous superstars such as Eileen Fitzgibbons, Cindy Crawford and Beyoncé.
The ad says: "Being well-known among children delivers with it an tremendous liability. Don't manipulate that reputation by promotion a product that causes disease in your lovers."
One in three children is obese or obese, says Jacobson. And taking one additional sweet consume a day increases a kid's risk of becoming obese by 60%, he says.
But one diet supplements expert questions the strategy will have much effect. "It may rely on how big this strikes up," says Noreen Jenney Laffey, chief professional of Superstar Endorsement Network. "Ultimately, I'd be amazed if individuals turn down these multimillion money offers."
Pepsi has no long-term approval deal with Perry and has never officially had her under agreement, but worked well through third events. At the recent Video Music Prizes, Coke requested lovers to elect on which music Perry conducted. And Coke and Perry also connected up on an offer for her show movie, Part of Me 3D.
Perry's associates dropped to opinion. But Coke speaker Andrea Foote said, in a declaration, "We have a lengthy history of accountable promotion and marketing methods, along with a dedication to not direct our marketing to viewers composed primarily of children under 12."
Jacobson says his team targeted on Perry because of her reputation with children. She has 58 thousand Facebook or myspace lovers, many of them young people. She has 45 thousand Tweets supporters, about half under age 16, reviews Census Pro, a social networking researching the market company.
These children all receive the same concept from Perry's Coke ads, says Jacobson: "Live for now — and worry about the wellness repercussions later."
On Wednesday, a few customer loyality categories, such as the significant Center for Technology in the Community Interest, will run a full-page ad in Variety, the The show biz industry trade book, asking the celebrity musician to stop promotion Coke to younger folks.
"It's a sad tale that some of the best-known superstars in the country are motivating their younger viewers to consume beverages that are bad for their wellness," says Eileen Jacobson, professional home of the team. "We're concentrating on Katy because she is so well-known with teenagers."
The goal: to eventually make celebrities gun-shy about taking on profitable softdrink approval offers. Perry, who is launching a new record, Prism, is the first celebrity in individuals attractions of the loyality team. There will be more, says Jacobson.
At stake: an incredible number of approval dollars that the soda leaders have put in the hands of The united state's most famous superstars such as Eileen Fitzgibbons, Cindy Crawford and Beyoncé.
The ad says: "Being well-known among children delivers with it an tremendous liability. Don't manipulate that reputation by promotion a product that causes disease in your lovers."
One in three children is obese or obese, says Jacobson. And taking one additional sweet consume a day increases a kid's risk of becoming obese by 60%, he says.
But one diet supplements expert questions the strategy will have much effect. "It may rely on how big this strikes up," says Noreen Jenney Laffey, chief professional of Superstar Endorsement Network. "Ultimately, I'd be amazed if individuals turn down these multimillion money offers."
Pepsi has no long-term approval deal with Perry and has never officially had her under agreement, but worked well through third events. At the recent Video Music Prizes, Coke requested lovers to elect on which music Perry conducted. And Coke and Perry also connected up on an offer for her show movie, Part of Me 3D.
Perry's associates dropped to opinion. But Coke speaker Andrea Foote said, in a declaration, "We have a lengthy history of accountable promotion and marketing methods, along with a dedication to not direct our marketing to viewers composed primarily of children under 12."
Jacobson says his team targeted on Perry because of her reputation with children. She has 58 thousand Facebook or myspace lovers, many of them young people. She has 45 thousand Tweets supporters, about half under age 16, reviews Census Pro, a social networking researching the market company.
These children all receive the same concept from Perry's Coke ads, says Jacobson: "Live for now — and worry about the wellness repercussions later."
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