Popular Music Celebrity Endorsements in Food and Nonalcoholic Beverage Marketing Marie A

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Popular Music Celebrity Endorsements in Food and Nonalcoholic Beverage Marketing Marie A. Bragg, PhD,a, b Alysa N. Miller, MPH, a,b Juleen Elizee, MPH, a Shatabdi Dighe, MPH,a Brian D. Elbel, PhD, MPHa,b, c

BACKGROUND: Food and beverage marketing has been associated with childhood obesity. We abstract quantified the number and type of food or beverage brands promoted by music celebrities, assessed the nutritional quality of the products, and examined Teen Choice Award data to assess the celebrities’ popularity among adolescents. METHODS: This was a descriptive study. A list of music celebrities associated with the 2013 and 2014 Billboard Hot 100 Chart, which ranks songs according to sales and radio impressions, was compiled. Data on celebrity endorsements were gathered from official company Web sites, YouTube commercials, an advertising database, and media reports. Nutritional quality of foods was assessed according to the Nutrient Profile Index, whereas nonalcoholic beverages were evaluated based on calories from added sugar. Teen Choice Award nominations were used to measure the celebrities’ popularity among adolescents. RESULTS: Of the 590 endorsements made by the 163 celebrities in the sample, consumer goods (eg, fragrances, makeup) represented the largest endorsement category (26%), followed by food and beverage (18%) and retail (11%). Sixty-five celebrities were collectively associated with 57 different food and beverage brands owned by 38 parent companies. Of these 65 celebrities, 53 (81.5%) had ≥1 Teen Choice Award nomination. Forty-nine (71%) of the 69 nonalcoholic beverage references promoted sugar-sweetened beverages. Twenty-one (80.8%) of the 26 endorsed foods were energy dense and nutrient poor. Baauer, will.i.am, Justin Timberlake, Maroon 5, and Britney Spears had the most food and beverage endorsements. CONCLUSIONS: This study demonstrates that music celebrities who are popular among adolescents endorse energy-dense, nutrient-poor products. NIH

a Department of Population Health, New York University School of Medicine, New York, New York; bNew York WHAT’S KNOWN ON THIS SUBJECT: Exposure University College of Global Public Health, New York, New York; and cNew York University Wagner School of to unhealthy food advertisements is associated Public Service, New York, New York with excessive consumption. Studies have shown Dr Bragg originated the study idea and design, helped with data acquisition and analyses, led the that celebrities’ food endorsements promote writing of the manuscript, and had full access to all the study data; Ms Miller, Ms Elizee, and Ms higher product preferences. Research has also Dighe helped with the data acquisition and analysis and provided feedback on the manuscript; Dr demonstrated an association between familiarity Elbel helped interpret the results and provided critical feedback on drafts of the manuscript; and with songs mentioning alcohol and drinking behaviors all authors approved the ﬁ nal manuscript as submitted. in adolescents and young adults. DOI: 10.1542/peds.2015-3977 WHAT THIS STUDY ADDS: The study examines the use Accepted for publication Apr 15, 2016 of music celebrity endorsements of food and beverage Address correspondence to Marie A. Bragg, PhD, 227 East 30th St, Room 622, New York, NY 10016. products. Furthermore, it assesses nutritional E-mail: [email protected] value of endorsed products and the popularity of the celebrity endorser among adolescents. PEDIATRICS (ISSN Numbers: Print, 0031-4005; Online, 1098-4275). Copyright © 2016 by the American Academy of Pediatrics To cite: Bragg MA, Miller AN, Elizee J, et al. Popular Music Celebrity Endorsements in Food and Nonalcoholic Beverage Marketing. Pediatrics. 2016;138(1):e20153977

Downloaded from by guest on June 8, 2016 PEDIATRICS Volume 138 , number 1 , July 2016 :e 20153977 ARTICLE The Institute of Medicine and surgeon and young adults.19 These findings adolescents and food marketing is general have stated that individual- are consistent with industry data needed, especially in recognition level health-promoting behavior showing that celebrity endorsement of adolescents’ unique standing changes are very difficult to achieve campaigns are more likely than as impressionable consumers because of the current unhealthy noncelebrity campaigns to lead to with more purchasing power and environment.1 Food and beverage substantial increases in immediate independence than their younger marketing has been identified profits and long-term increases in counterparts.26, 27 In fact, research as a significant environmental profitability.20 Given the high level demonstrates that adolescents can be contributor to childhood obesity.1–6 of brand exposure created by these highly impulsive with purchases, in Exposure to food marketing multi–million-dollar endorsement part because of peer pressure, 28 promotes excess consumption, deals, public health experts have fear of negative evaluation, 28 increased purchase requests, and expressed concern over the and underdeveloped self-control higher preference for the product potential effects of these marketing systems.29 This descriptive study among children and adults.2–5 A techniques on adolescents, who was designed to examine the use cued-recall assessment demonstrated represent a vulnerable population of music celebrity endorsements that fast food advertising receptivity well attuned to popular music of food and nonalcoholic beverage (ie, exposure and response to ads) trends. Indeed, grassroots action and products. We aimed to determine is associated with youth obesity.7 media attention regarding celebrity the number and type of music Food and beverage companies athletes’ endorsement of tobacco celebrity endorsements, evaluate spend $2 billion annually on youth- have coincided with declining the nutritional quality of endorsed targeted advertisements.1 Public tobacco endorsements21, 22 and could products, and assess how popular health experts have called for a shift provide useful lessons for addressing these music celebrities are among toward marketing messages that music celebrities’ endorsements adolescents and the general public. encourage consumption of healthy of unhealthy food and beverage foods and beverages and policies to products. establish protective thresholds for The food industry capitalizes on food marketing exposure targeting METHODS music celebrities’ popularity with youth.8–12 youth by engaging in multi–million- We listed the top 100 songs that dollar endorsement deals. In Research has shown that the use of appeared on the 2013 and 2014 2012, Beyoncé Knowles signed an celebrity endorsements in marketing Billboard Hot 100 Chart, which endorsement deal with Pepsi worth can enhance brand equity and the ranks the year’s “most popular an estimated $50 million, and Justin desirability of a product, leading songs across all genres, ranked by Timberlake received an estimated consumers to more positively radio airplay audience impressions $6 million for his involvement associate with, and easily recognize, as measured by Nielsen Music, in the McDonald’s “I’m lovin’ it” brands.13–15 This effect is particularly sales data as compiled by Nielsen tune.23, 24 In addition, beverage relevant in the context of music Music and streaming activity data industry publications credit Latino celebrity endorsements because provided by online music sources.”30 rapper Pitbull’s endorsement of Dr adolescents ages 12 to 18 years These songs were used to identify Pepper with 4.6 million advertising report spending almost 2 hours celebrities associated with various impressions (ie, any views or listening to music each day, 16 endorsements. Some celebrities exposure to ads) and boosting and black and Latino youth spend appeared multiple times on the Dr Pepper sales among Latinos 3 hours listening to music daily.17 lists, and some songs had multiple by 1.7%, despite overall declines This frequent exposure is notable celebrities listed as performers. in carbonated soft drink sales.25 in the context of previous research Thus, we identified 163 unique Although this instance is anecdotal, that showed that 20% of popular music celebrities for the study. We it is important to note the industry US songs mentioned alcohol brands then cataloged every endorsement perceives it as an example of effective and associated alcohol with positive associated with each music celebrity celebrity endorsements. consequences (eg, wealth, sex, between 2000 to 2014 by searching luxury).18 This exposure is linked to Recent food marketing research for celebrity names on AdScope, an self-reported alcohol consumption, has focused predominantly on advertisement database that contains with 1 study demonstrating that children <12 years old, whereas all forms of ads (eg, television, radio) familiarity with songs that mention adolescents’ exposure and response dating back to 1997. Researchers alcohol brands was associated with to advertising have been relatively also searched for official commercials drinking behaviors in adolescents understudied. More research on on YouTube or endorsement

Downloaded from by guest on June 8, 2016 2 BRAGG et al announcements in news media enabled us to create a comprehensive children in the United Kingdom. One sources. profile that portrays a fuller picture limitation of the NPM is that it codes After we listed endorsements of their prominence as an endorser. some sugar-sweetened beverages associated with each celebrity who YouTube videos in languages (SSBs) as healthy. Therefore, we appeared on the 2013 and 2014 other than English were excluded. coded nonalcoholic beverages Billboard Hot 100 Chart, a research Viewership data for YouTube videos into 11 drink categories, 3 sugary assistant blind to the purpose of the represent the total number of views drink subcategories, and 5 other study sorted all endorsed brands into as of January 2016. drink categories as outlined in the the following 11 categories: food and Rudd Center’s Sugary Drink FACTS 37 nonalcoholic beverages, automotive, Nutritional Analysis Report. consumer goods (eg, makeup, We reviewed all advertisements In some instances, celebrities headphones), communications (eg, featuring endorsements by music endorsed a brand that did not cell phone companies), finance (eg, celebrities in the sample. A celebrity mention a specific product or a credit cards), sports (eg, Nike), retail, was considered to endorse a product brand that offered mixed meals (eg, tobacco and alcohol, services (eg, if an advertisement featured the fried chicken, biscuits, cole slaw) Google), airlines, and other. These celebrity, the celebrity’s song, or a that could not easily be entered in categories were developed on the music group to which the celebrity the NPM formula. In those cases, we basis of the sponsorship categories formerly belonged at the time of generated the NPM scores based on created by the marketing firms.31 the endorsement. The nutrition the Rudd Center’s Fast Food FACTS To assess the popularity of these information for products associated Report, 38 a comprehensive analysis music celebrities among adolescents, with celebrities’ endorsements was of all menu items for a variety of food we compiled a list of music collected from official company Web and nonalcoholic beverage brands. In celebrities who appeared on the sites or actual nutrition labels. cases where data were not available Teen Choice Award nomination A nutrition score for each endorsed through the FACTS report, we lists between the years 2000 and food product was generated from assessed the nutrition information 2014. The Teen Choice Awards is Nutrient Profile Model (NPM). The for every food product associated an annual awards show that uses NPM was selected because it has with that brand and averaged the NPI adolescent viewers’ votes to honor been used in food marketing research scores of the entire line of products celebrities in music, movies, sports, studies and is used as the standard listed on the company Web site. 32 television, and fashion. We then for child-targeted food marketing Five companies (Chili’s, Pizza Hut, created endorsement profiles that in United Kingdom.33–35 The NPM Longhorn Steakhouse, Wingstop, indicated the number and type of provides a score that represents the and Michael Jackson’s Premium endorsements associated with each healthfulness of each food product Chocolate) were excluded from the celebrity in the sample and the based on nutrient content. Foods nutritional analyses because the number of times each celebrity was gain points for nutrients that should serving size information for most nominated for a Teen Choice Award. be limited (calories, saturated fat, items was unavailable or unusable To assess the general population’s sodium, or sugar) and lose points (eg, “serving size equals one slice”). exposure to the celebrities and for nutrients that are encouraged their food and nonalcoholic (fruits, vegetables, nuts, fiber, and Marketing Analysis beverage endorsements, 2 raters protein). Higher scores represent independently searched YouTube for less healthful products, whereas To assess the popularity of the the celebrity and product or company lower scores represent products with celebrities among adolescents, we name and cataloged the number healthy qualities. To translate the compiled a list of music celebrities of views associated with each of NPM score to an easy-to-understand nominated for a Teen Choice Award the videos. Inclusion criteria for scale, the final NPM score was between the years 2000 and 2014. YouTube videos consisted of official converted to a Nutrient Profile Index We cross-referenced the list of commercials, promotional videos, or (NPI), where 1 is the worst nutrition Teen Choice Award nominees music videos in which the celebrity, score and 100 is the best score. The with celebrities in our sample who their song, or the endorsed product NPI has been used in previous food endorsed food and nonalcoholic was featured that were uploaded marketing research.36 The NPI uses beverages. To assess broad audience between 2000 and 2014. Even the following formula: NPI score = exposure (ie, adults, adolescents, though the Billboard Hot 100 list is −2 × NPM score + 70. A score ≥64 children), we quantified the restricted to 2 years for our study, is considered the threshold for number of YouTube video views capturing 14 years of endorsements products that can be advertised to associated with the celebrities’ food

Downloaded from by guest on June 8, 2016 PEDIATRICS Volume 138 , number 1 , July 2016 3 and nonalcoholic beverage brand TABLE 1 Music Celebrities Ranked by Number of Food or Beverage Brand Endorsements endorsements. Music Celebrity Endorsed Food or Beverage Number Mean NPI % of Endorsements Brands of Food or Score That Are Food or Beverage for Food Beverage Brands RESULTS Endorsements Productsa We identified 590 endorsements Baauer A&W Restaurants, Dr Pepper, 5 50.43 71 associated with 163 unique music Hot Pockets, Red Bull, Pepsi Regular celebrities in the sample. Consumer will.i.am Coca-Cola, Doritos, Dr Pepper, 4 42.59 15 goods was the largest endorsement Pepsi Regular category (26%), followed by food and Britney Spears GG Tea, McDonald’s, Pepsi 34827 nonalcoholic beverages (18%) and Regular b b retail (11%). We cataloged 107 food Justin Chili’s, McDonald’s, Pepsi 3 46.75 25 Timberlake Regular and beverage brand endorsements, Jessie J McDonald’s, Pop Tarts, 3 34.18 100 although several brands appeared Cadbury’s multiple times because multiple Pitbull Dr Pepper, Pepsi Regular, 37030 celebrities endorsed the brand. Sheets Energy Strips Overall, full-calorie soft drinks Maroon 5 Coca-Cola, Snapple 2 — 18 Chris Brown Got Milk, Wrigley’s Doublemint 2 46.89 100 were the most commonly endorsed Snoop Dogg Hot Pockets, Monster Energy 2 52.67 20 food or nonalcoholic beverage Psy Wonderful Pistachio, 24833 product. In contrast, water- Nongshim Shin Ramyun related endorsements appeared 3 Black Cup times in the form of a Brita filter Shakira Pepsi Regular, Activia 2 71.46 40 Carrie Vitamin Water, Hershey 2 27.88 40 endorsement, CORE Hydration, Underwood and WAT-AAH!’s water brand. The Usher Honey Nut Cheerios, Twix 2 33.9 50 celebrities with the highest number Juicy J CORE Hydration, Red Bull 2 — 100 of food and nonalcoholic beverage Katy Perry Pepsi Regular, PopChips 2 51.86 22 b b endorsements were Baauer (N = 5), Blake Shelton Pepsi Regular, Pizza Hut 2 40 N Nelly Honey Nut Cheerios, Mike 2 44.23 50 will.i.am ( = 4), Britney Spears and Ike (N = 3), Justin Timberlake (N = 3), Macklemore Cracker Jack, Dr Pepper 2 39 20 Maroon 5 (N = 3), Pitbull (N = 3), and One Direction Nabisco, Pepsi Regular 2 43.47 29 Jessie J (N = 3) (Table 1). Ne-Yo Pepsi Regular 1 65.67 40 —, indicates that the artist only endorsed beverage products, meaning NPI scores did not apply. Endorsements by Food or Beverage a Lower scores represent less healthful foods. Brand b Complete nutrition information was unavailable for this company, so it was excluded from analyses. There were a total of 107 food (ie, diet beverage or water), and 13 endorsements were unique because and beverage endorsements in references were associated with several brands (eg, McDonald’s) were the sample, associated with 38 verbal mention of the brand or image endorsed by multiple celebrities. parent companies. Fifty-one music of the parent company logo (ie, no Fast food was the largest category celebrities were associated with 69 product shown). Full-calorie soft of food endorsements (N = 6), with beverage references in 63 beverage drinks were the largest category of McDonald’s accounting for the most advertisements (ie, ads were defined N food endorsements in the sample. The as television commercials, print ads, endorsements overall ( = 33). In remaining endorsements involved or promotional videos [eg, concert terms of company prominence in chips, candy, cereal, non–fast food sponsored by Pepsi]) (Table 2). endorsements, PepsiCo endorsements N restaurants, and miscellaneous snacks. The number of references (ie, appeared most frequently ( = 23), There were no endorsements for references were defined as the image followed by the Coca-Cola Company N fruits, vegetables, or whole grains, but of beverage can or bottle, verbal ( = 8) and Dr Pepper Snapple N one celebrity endorsed Wonderful mention of the brand, or image of the ( = 4) (Table 3). Seven no-calorie Pistachio, which was the only food parent company logo) exceeds the nonalcoholic beverage endorsements N product with a healthy score (66/100). number of ads because 5 of the ads included diet soft drinks ( = 5), N N included a reference to multiple types water ( = 1), and milk ( = 1). Nutritional Quality of Celebrities’ of beverages (eg, Pepsi ad showing Endorsements both Pepsi Regular can and Diet Pepsi Twenty-nine music celebrities were can). Of the 69 beverage references, associated with 38 food endorsements NPI scores were determined for 49 were for SSBs, 7 were for non-SSBs in our sample. Thirty-three of those 26 food brands. Results indicate

Downloaded from by guest on June 8, 2016 4 BRAGG et al TABLE 2 Nutrition Information of Beverages Featured in Commercials, as Ranked by Company Company Brand Drink Category Music Celebrity Associated With Each Drink Category PepsiCo Pepsi Regular soda, full calorie will.i.am,a Christina Aguilera, Justin Timberlake,a Britney Spears, Pitbull, Kelly Clarkson, Nicki Minaj, One Direction, Mariah Carey, Calvin Harris, Blake Shelton,a P!nk, Enrique Iglesias, Shakira, Beyoncé, Lee Brice, Wiz Khalifa, Michael Jackson PepsiCo Pepsi Parent company logo or brand name mention Katy Perry, Bruno Mars, Ne-Yo, Hunter Hayes onlyb PepsiCo Diet Pepsi Other, diet drink (soda) Baauer, will.i.am,a Justin Timberlakea PepsiCo Mountain Dew Regular soda, full calorie Mac Miller, Jason Aldean, Brantley Gilbert PepsiCo Lipton Iced Tea Iced tea, full calorie Lady Antebellum, American Authors PepsiCo Pepsi-Cola: Real Sugar Regular soda, full calorie Blake Sheltona PepsiCo Gatorade Thirst Parent company logo or brand name mention Lil Wayne Quenchers onlyb PepsiCo Brisk (Lipton) Iced teas, full calorie Eminem Coca-Cola Coke Regular soda, full calorie Christina Aguilera, Daft Punk, Calvin Harris, Jay Z, Of Monsters and Men Coca-Cola Glaceau Vitamin Water Flavored water, full calorie Alicia Keys, Kelly Clarkson, Carrie Underwood Coca-Cola Coke Parent company logo or brand name mention will.i.am, Maroon 5 onlyb Coca-Cola Sprite Regular soda, full calorie Imagine Dragons, Wale, Drake Coca-Cola Diet Coke Other, diet drink (soda) Taylor Swift Coca-Cola Fuze Parent company logo or name only Rihanna Dr Pepper Snapple Group Dr Pepper Regular soda, full calorie will.i.am, Macklemore, Pitbull, Baauera Dr Pepper Snapple Group Diet Dr Pepper Other, diet drink (soda) Baauera Dr Pepper Snapple Group Snapple Iced tea, full calorie Maroon 5 Red Bull Red Bull Energy drink, full calorie Pharrell, AWOLNATION Red Bull Red Bull Parent company logo or brand name mention Of Monsters and Men, Baauer onlyb Nestle Nesquick Children’s drinks, full and reduced calorie Ariana Grandea Nestle Nestea Iced tea, full calorie Nico & Vinz Nestle Nescafe Parent company logo or brand name mention Mariah Carey onlyb Nestle Nespresso Iced tea or coffee, reduced sugar Lana Del Rey Monster Energy Company Monster Energy Parent company logo or brand name mention Snoop Dogg onlyb Starbucks Starbucks Parent company logo or brand name mention Lady Gaga onlyb Vita Coco Vita Coco Pure Coconut Flavored water, full calorie Rihanna Water Celsius Celsius Energy drink, reduced sugar Flo Rida Wat-Ahh! Wat-Ahh! Other, plain water Ariana Grande Core Hydration Core Hydration Parent company logo or brand name mention Juicy J onlyb Got Milk? Got Milk? Other, low- and no-fat milk Chris Brown a Indicates that the music celebrity endorsed SSBs and non-SSBs. b Indicates that the ad featured only the parent company logo or verbal mention of the brand or did not feature a product with a label indicating diet or SSB. that Doritos, Cracker Jack, Mike brands endorsed by these celebrities were a total of 312 849 504 views and Ike candy, Nabisco, Eckrich, that had NPI scores of ≥64. of the YouTube video versions for Kentucky Fried Chicken, McDonald’s, food and beverage endorsements Burger King, Hot Pockets, A&W Endorsement Viewership and Teen associated with celebrities in the Restaurants, Wrigley’s gum, Chipotle, Choice Award Ratings sample. Rihanna’s 2006 song “We Cadbury, Hershey’s, Pop-Tarts, Twix, Ride,” which promotes the Coca- Celebrities in the sample appeared Nongshim USA, Dairy Queen, Honey Cola product Fuze, had a total of frequently on the nominee lists for Nut Cheerios, and PopChips had 61 712 783 views since being first NPI scores <64, indicating that they the Teen Choice Awards between uploaded to her YouTube VEVO are energy dense and nutrient poor 2000 and 2014. Of the 163 celebrities channel in 200939 (Table 4), the most (Table 1). In contrast, Big Red gum, 5 in the sample, 102 appeared at least YouTube views in our sample. Pepsi’s Gum, Taco Bell, Subway, Activia, and once on the Teen Choice Award 2004 ‘We Will Rock You” commercial Sheets Energy Sheets were the only nominee lists. Additionally, there featuring Britney Spears, P!nk,

Downloaded from by guest on June 8, 2016 PEDIATRICS Volume 138 , number 1 , July 2016 5 TABLE 3 Food and Beverage Company Endorsements Ranked by Number of Endorsing Artists and Beyoncé was the second most Company Brand No. Artists Music Celebrity Name watched video in the sample, with Endorsed >42 million views since the video was 40 PepsiCo Pepsi 23 Bauuer, Beyoncé, Blake Shelton, Britney Spears, loaded on YouTube in 2009 (Table Bruno Mars, Calvin Harris, Christina Aguilera, 4). Pepsi’s 23 celebrity endorsement Enrique Iglesias, Hunter Hayes, Justin commercials had the most collective Timberlake, Katy Perry, Kelly Clarkson, Lee YouTube views in the sample (N = Brice, Mariah Carey, Michael Jackson, Ne-Yo, Nicki Minaj, One Direction, P!nk, Pitbull, 160 293 981) (Table 5). Shakira, will.i.am, Wiz Khalifa Mountain Dew 4 Brantley Gilbert, Jason Aldean, Lil Wayne, Mac DISCUSSION Miller Coca-Cola Coca-Cola 7 Calvin Harris, Christina Aguilera, Daft Punk, This descriptive study demonstrates Jay-Z, Maroon 5, Of Monsters and Men, that music celebrities often endorse will.i.am energy-dense, nutrient-poor Diet Coke 1 Taylor Swift Sprite 3 Drake, Imagine Dragons, Wale products. Food and nonalcoholic Red Bull GmbH Red Bull 5 AWOLNATION, Bauuer, Juicy J, Of Monsters and beverage brands were the second Men, Pharrell largest endorsement category Dr Pepper Snapple Dr Pepper 4 Bauuer, Macklemore, Pitbull, will.i.am behind consumer goods (eg, Group fragrances, makeup). Full-calorie Energy Brands/ Glacéau 3 Alicia Keys, Carrie Underwood, Kelly Clarkson Glacéau Vitamin soft drinks were the largest category Water of food or nonalcoholic beverage McDonald’s McDonald’s 3 Britney Spears, Jessie J, Justin Timberlake endorsements, and Baauer, will.i.am, General Mills Honey Nut 2 Nelly, Usher Britney Spears, Justin Timberlake, Cheerios Maroon 5, Pitbull, and Jessie J had Hot Pockets 2 Bauuer, Snoop Dogg Nabisco Nabisco 2 5 Seconds of Summer, One Direction the most food/nonalcoholic beverage (Mondelez) endorsements. Celebrity ads appear to be popular, with >312 million viewers watching the 94 videos TABLE 4 Music Celebrities’ Popularity Among Adolescents associated with celebrity food and Music Celebrity Name Endorsed Food or Beverage Number of Teen Number of YouTube nonalcoholic beverage endorsements Brand Choice Award Yearsa Viewsb in this sample on YouTube alone. Chris Brown Got Milk, Wrigley’s 20 29 969 However, it is impossible to conclude Doublemint that all these viewers are indeed Britney Spears GG Tea, McDonald’s, Pepsi 12 56 395 174 unique because a portion of the Beyoncé Pepsi 11 54 695 715 Usher Honey Nut Cheerios, Twix 11 31 254 views may be repeated exposure. Carrie Underwood Hershey, Vitamin Water 10 138 884 Although YouTube does not provide Justin Timberlake Chili’s, McDonald’s, Pepsi 9 846 424 demographic data on viewers, Rihanna Fuze, Vita Coco 9 61 929 844 the frequent appearance of these Eminem Lipton Iced Tea 8 4 447 961 celebrities on the Teen Choice Award Christina Aguilera Coca-Cola Regular, Pepsi 7 579 272 Taylor Swift Diet Coke 7 514 091 nomination lists suggests high levels Pitbull Dr Pepper, Pepsi 7 247 227 of popularity among adolescents. Selena Gomez Borden Milk 6 464 925 Obesity has become such a pressing Kelly Clarkson Pepsi, Vitamin Water 6 120 657 Maroon 5 Coke, Snapple 6 90 851 public health issue that society must Katy Perry Pepsi, PopChips 5 1 217 070 acknowledge the human suffering Nicki Minaj Pepsi 5 177 125 and costs associated with diabetes, Nelly Honey Nut Cheerios, Mike 5 22 158 obesity, and associated comorbidities. and Ike Musicians, actors, and other celebrities Bruno Mars Pepsi 4 18 873 728 Coldplay Chipotle 3 9 126 275 can be tremendously influential, One Direction Nabisco, Pepsi 3 7 673 116 particularly for the young fan base that Shakira Pepsi, Activia 3 4 449 956 may be swayed by their endorsements. Mariah Carey Nescafe, Pepsi 3 1 010 914 Celebrities should leverage their Juicy J CORE Hydration, Red Bull 1 26 367 501 influence to promote more healthful a Teen Choice Award Data 2000–2014. messages, and more effort should b YouTube as of January 2016. be made to reduce the exposure of children and adolescents to marketing,

Downloaded from by guest on June 8, 2016 6 BRAGG et al TABLE 5 Music Celebrities Ranked by Number of YouTube Views show’s corporate producers.46 This Endorsed Food or Beverage Music Celebrity Names Number of YouTube Viewsa limitation may lead to inaccuracies in Brand determining celebrities’ popularity Pepsi Baauer, Beyoncé, Blake Shelton, Britney 160 293 981 among adolescents. Spears, Bruno Mars, Calvin Harris, Future research should examine the Christina Aguilera, Enrique Iglesias, Hunter Hayes, Justin Timberlake, Katy effect of music celebrities’ food and Perry, Kelly Clarkson, Lee Brice, Mariah nonalcoholic beverage endorsements Carey, Michael Jackson, NeYo, Nicki Minaj, on consumption, particularly One Direction, Pitbull, P!nk, Shakira, for children and adolescents. will.i.am, Wiz Khalifa Additionally, researchers should Red Bull AWOLNATION, Baauer, Juicy J, Of Monsters 31 948 643 and Men, Pharrell examine the effect of music celebrity CORE Hydration Juicy J 26 363 187 endorsement on youth attitudes Chipotle Coldplay 9 126 275 toward food brands and purchase Nestea Nico & Vinz 7 855 423 intentions. The popularity of music Lipton Brisk Eminem 4 447 961 celebrities among adolescents makes Coca-Cola Regular Calvin Harris, Christina Aguilera, Daft Punk, 1 396 110 Maroon 5, Of Monsters and Men, will.i.am them uniquely poised to serve Sprite Drake, Imagine Dragons, Wale 1 284 256 as positive role models, so these Popchips Katy Perry 1 213 441 celebrities should be aware that McDonald’s Britney Spears, Jessie J, Justin Timberlake 385 008 their endorsements could exacerbate a YouTube, January 2016. society’s struggle with obesity and endorse healthy products instead. particularly for unhealthy food attention can help make celebrity and nonalcoholic beverages. Every food endorsements a public liability These results can inform policies year, American children see 4700 in the same way these methods designed to address the use of advertisements, and adolescents view have been used for other celebrities celebrities in food marketing. Many 5900 advertisements.1 The scale of this who endorsed tobacco.21 Although food and beverage companies have exposure is similar to that of youth- a number of professional athletes agreed not to target children <12 targeted tobacco advertisements, endorsed tobacco in the early 1900s, years old, but these pledges should which permeated television, policy changes and shifts in public include adolescents as well. To video games, sporting events, and perception of smoking coincided reduce exposure to energy-dense movies.41–44 However, voluntary with declining endorsements; when food and beverage endorsements, corporate pledges related to food Liu Xiang, an athlete on the Chinese research is needed on the regulations marketing (eg, Children’s Food and Olympic team, endorsed cigarettes of food marketing in environments Beverage Advertising Initiative) focus in 2006, public outcry led him highly populated by both children only on reducing marketing to children to be labeled an “inappropriate” and adolescents. <12 years old, whereas tobacco policies ambassador for tobacco, restrict advertisements targeted to demonstrating a strong shift in public anyone <18 years old. opinion about endorsements.22 ACKNOWLEDGMENTS Given the heavy targeting of This study has some limitations. We thank the following research adolescents36–38 and the amount We may not have captured every assistants from the NYU SeedProgram of money adolescents spend on endorsement that occurred between for their valuable assistance in food and beverages, voluntary food 2000 and 2014, which would lead collecting data and preparing the marketing reduction pledges should to an underestimate of exposure to report: Margaret Eby, Caitlin Crowley, expand to include adolescents. celebrity endorsements. Furthermore, Tami Hardoby, Elizabeth Stephens, Expanding voluntary pledges to we do not have direct adolescent Natasha Pandit, Yrvane Pageot, Silvia include adolescents would also be viewership data, and 21 commercials Beltran, Rachel Kuo, Josh Choe, Alex consistent with the food marketing were not available on YouTube, thus Bragg, Carolyn Fan, Caroline Mundela, reduction recommendations leading to conservative estimates and Carola Zurob. published by the American Academy of exposure. One limitation related of Pediatrics (2006),45 which to assessing popularity among encourage pediatricians to support adolescents includes criticism ABBREVIATIONS local and national efforts to reduce of the Teen Choice Awards’ lack NPI: Nutrient Profile Index food marketing while also counseling of transparency in whether the NPM: Nutrient Profile Model patients to limit screen time. winners are ultimately determined SSB: sugar-sweetened beverage Finally, grassroots action and media by adolescents’ votes or by the

Downloaded from by guest on June 8, 2016 PEDIATRICS Volume 138 , number 1 , July 2016 7 FINANCIAL DISCLOSURE: The authors have indicated they have no fi nancial relationships relevant to this article to disclose. FUNDING: This study was supported by the NIH Early Independence Award (DP5OD021373-01) from the NIH Offi ce of the Director. Funded by the National Institutes of Health (NIH). POTENTIAL CONFLICT OF INTEREST: The authors have indicated they have no potential confl icts of interest to disclose.

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Popular Music Celebrity Endorsements in Food and Nonalcoholic Beverage Marketing Marie A. Bragg, Alysa N. Miller, Juleen Elizee, Shatabdi Dighe and Brian D. Elbel Pediatrics; originally published online June 6, 2016; DOI: 10.1542/peds.2015-3977 Updated Information & including high resolution figures, can be found at: Services /content/early/2016/06/02/peds.2015-3977.full.html References This article cites 24 articles, 2 of which can be accessed free at: /content/early/2016/06/02/peds.2015-3977.full.html#ref-list-1

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