Lifestyle Sports

By Marion Nestle

April 03 2026

Weekend reading: AI’s analysis of soda and alcohol marketing on social media

Vital Strategies has just released two of its Canary platform reports based on use of AI. Here’s its webinar.

From Stadiums to Screens: Coca-Cola’s Sportswashing at the 2025 FIFA Club World Cup
Exposing Alcohol’s Advertising Playbook: Digital Marketing in RESET Alcohol Initiative Countries

The findings:

During the 2025 FIFA Club World Cup (June 14-July 13), Coca-Cola branding appeared in 795 social media posts, generating an estimated 6 billion impressions globally.
In March 2025 alone, digital alcohol marketing appeared in nearly 4,000 posts generating close to 2 billion impressions.
79% of Coca-Cola-linked posts came from sports broadcasters, with branding visible in match highlights, celebrations and interviews, including those featuring child athletes such as the Powerade Ball Crew.
Alcohol brands amplified reach through influencers and major cultural moments like Carnival, partnering with celebrities such as Luísa Sonza and Anitta to reach tens of millions of followers via their social channels.

Why should we care?

Research shows that such marketing influences consumption. Children exposed to high volumes of digital marketing for unhealthy food and sweetened beverages may develop unhealthy habits for life. Alcohol advertising is linked to earlier initiation, binge drinking and increased consumption.

Two examples

In the Philippines, Red Horse Beer ads deployed cartoon imagery reminiscent of tobacco’s Joe Camel to appeal to younger audiences—despite carrying small-print “For 18 years old and above only” warnings. Source: Red Horse Beer on Facebook
San Miguel Flavored Beer—available in sweet flavors like apple and chocolate designed to mask the taste of alcohol—markets itself around music festivals through the language of friendship and self-expression, embedding the brand into youth identity and inviting attendees to make “#Sweeeet memories” with their “beshies.” Source: @sanmiguelbeerph on Instagram

Bottom line: These reports provide further evidence for the need for marketing regulation and policies such as taxes on unhealthy products.

The post Weekend reading: AI’s analysis of soda and alcohol marketing on social media appeared first on Food Politics by Marion Nestle

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