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Table 4 CPA strategies and practices identified related to the Coca Cola Games 2015 in Fiji

From: Analysis of the corporate political activity of major food industry actors in Fiji

CPA strategies and practices Source Evidence
Information and messaging:
Frame the debate on diet- and public health-related issues
Fiji Times “Visiting Coca-Cola Amatil managing director Alison Watkins says […] "This is a wonderful opportunity to support and encourage children to develop active and healthy lifestyles. This is also a great opportunity to share the message of keeping Fiji beautiful."”[23]
Fiji Times “Coca-Cola Amatil Fiji marketing manager […] said the role of Coca-Cola's sponsorship was to promote an active healthy lifestyle. […] "The games is about enjoyment and about promoting active healthy lifestyles and that's the role of our sponsorship."[24]
Interview participant “One is the beverage industry, which supports the biggest athletics meeting in Fiji, which is known as the Coca Cola Games. Their view is they are promoting physical activity, so they are saying that they have indicated the amount of nutrients on the product, in the nutrient panel, and everybody can enjoy a drink, provided you go and run after that. They are trying to promote physical activity through that. […] The trophy itself [at the Coca Cola Games] was like a bottle of Coke, which is advertising for the company and taking it to another level.”
Interview participant “Well for Coca Cola, that’s where they are saying that there are sponsored events, they are helping children become active […]. But […] there are structured physical activity classes in the school curriculum, so this is just advertising on their part. Children have always been active. (…)
Financial incentives Interview participant “For the Coca Cola Games, I remember, [Coca Cola] gives us a special invitation to come to be part of the Coca Cola Games, and they will be like “oh come, join and see the healthy stuffs that we do with the Coca Cola Games and the PM [Prime Minister] will be there”. […] year after year, they have sent out invitations
Constituency building strategy:
Seek involvement in the community
Fiji Sun “Alison Watkins, Group Managing Director of Coca-Cola Amatil, […] “We are very proud promoting students taking part in athletics,” she said.”[25]
Fiji Times “The total sponsorship for the running of the annual Coca-Cola Games from the zones to the finals is in excess of $200,000. This was revealed by Coca-Cola Amatil Fiji marketing manager. […] Financial constraint is the major factor that has affected many of the schools, especially from the maritime zone, which have been forced to fundraise for the trip to the big event because of lack of sponsorship.”[24]
Interview participant “A good example is the Coca Cola Games. … It’s targeting school children. They call it the Coke Games, whether they are promoting Coke Zero or what, it’s still Coke. (…) We have been lobbying hard against it…. but […] the Fiji Secondary School Athletics Association, they need the funds to run the competition and Fiji needs to produce those athletes to win gold medals at regional Games, and at Olympics, or wherever they go. (…) Probably there is an alternative, but they are not explored.”
Constituency building strategy:
Establish relationships with the media
Fiji Sun “Alison Watkins, Group Managing Director of Coca-Cola Amatil, “It is a very big event and we thank all the media for the participation and their support over the last couple of months,””[25]
Constituency building strategy:
Establish relationships with policymakers
The Stallion “Sports Minister supports Coca Cola sponsorship for secondary school athletics " “With regards to the issue of Non-Communicable Diseases, it is uncalled for to state that Coca Cola is a major contributing factor to NCDs in the country. There are so many contributing factors to NCDs and it is entirely baseless to call out Coca Cola and tie it in with NCDs; as there are a lot of contributing factors to NCDs and that should be the issue that needs addressing, not the sponsorship.
“During the Coca Cola Games itself, the company provides $152,000 towards the successful running of the games on an annual basis and for the last 10 years, this sponsorship has exceeded $1.3 m and this clearly indicates that the company has invested heavily in the sport of secondary school athletics,” he added. […] “To a larger extent, through the Coca Cola sponsorship of the games, it advocates a healthier lifestyle for all interested parties,” said Mr Tuitubou. […] “Coca Cola has been at the forefront of major schools sports sponsorships like the Coca Cola Games and the Coke Zero Deans rugby competition but to put it in another perspective, the thought of Coca Cola contributing to Non-Communicable Diseases is irresponsible.” “We need to find out the root causes of NCDs in the country and not necessarily single out Coca Cola as a contributing factor. The root causes of NCDs is what you put on your plate, and with regards to the issue of obesity, the onus is on the individual to live an active lifestyle in order to prevent that from happening, and this is the very thing that the Coca Cola Games is trying to encourage, a healthier lifestyle.””[26]
Interview participant “Let me just go back to Coca Cola – I know the guy who organises these… he is the main co-ordinator of the Coca Cola Games, he is a teacher, and he is employed by the Ministry of Education, but paid for by Coca Cola”
Interview participant “The Minister for Sport in Fiji is the person who hands out trophies at the Coke Games. So I’m sure they get on well, and make sure that they are on the good side of the Ministers.”