Global case study of digital marketing on social media by a top soda brand.

The concentration of power of transnationals food and beverage corporations across the entire food system chain has contributed to unfavorable outcomes in the health and diets of the population. The reasons may be due to the low-nutritional value of the foods and beverages produced by these transnationals and the wide promotion of these products through marketing strategies. These two points are important stages of modern food systems. The marketing practices of these companies influence the food choices of individuals. They are attracted by the high level of persuasion employed through different strategies, especially in the digital environment. Strategies in the digital environment are widely available and accessed by individuals in every country in the world. For this reason, we focus on understanding the digital marketing of an important soda brand with a major worldwide reach to understand its particulars. We show that this top big soda brand uses digital marketing to promote its products globally and presenting particularities aligned with the socio-demographic conditions of the countries and regarding its market share. These results show that monitoring the behavior, especially on digital media, of large food and beverage companies is essential to advance policies that regulate market practices to protect individuals from their externalities in the field of global public health.