Cadbury Schweppes Americas Beverages has launched a three-year, multi-million alliance to support The American Diabetes Association in its efforts to fight obesity and diabetes.
CSAB will support such ADA programs as Weight Loss Matters and America’s Walk for Diabetes using media, promotions, retail programs and grassroots events.
“All of the details are still to be determined,” said Jennifer Little, a spokesperson for CSAB. “Meetings will be held over next several months to determine marketing, promotions and advertising.”
The Weight Loss Matters initiative debuted in 2003 to educate people about the link between being overweight or obese and type 2 diabetes. CSAB will incorporate Weight Loss Matters messages in its promotional, advertising and P-O-P materials focusing on the importance of reducing calories and controlling portion sizes and the benefits of physical activity, with an emphasis on walking.
“Many people with diabetes enjoy drinking soft drinks,” said Jim Trebilcock, CSAB senior VP-marketing, in a statement. “We believe that our wide portfolio of calorie-free beverages, including well-known brands such as Diet Dr Pepper, Diet Snapple and Diet Rite, give people choice and control in managing their diabetes.”
According to ADA, more than 18 million Americans have diabetes—and a third of them don’t even know it.
In addition, CSAB will be the national sponsor of ADA’s signature fundraising event, America’s Walk for Diabetes, held at different times in each state. CSAB will help increase awareness and participation via retail promotions.
ADA hopes that this year more than 150,000 walkers will participate in the event.
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