A Sweeter Future - Cloetta aims to be a forerunner within Responsible Marketing

Cloetta wants to be a positive role model in our communities with our marketing practices. We are committed to responsible marketing of our products. As the debate around responsible marketing is increasing, especially marketing to kids, we want to act as a forerunner in this area.

“We take our responsibilities seriously and want to drive a positive change. Responsible marketing is embedded in our sustainability agenda “A Sweeter Future” that focuses on creating joy and long-lasting value For You, For People and For the Planet. Our previous guidelines mainly focused on Marketing to kids. We now wanted to take a wider scope and develop a policy that would include general principles for our marketing communications overall”, says Suvi Numminen , Global Media & Advertising Director at Cloetta.

There are several guiding principles:

• overall impression of our advertising should reflect positive values and social behavior
• the creative execution should be designed to be directed to adults
• products are shown in realistic situations and portion sizes that fit a balanced lifestyle.
• we will not direct any marketing communication to children under 13 years of age and
• we will not advertise our confectionary products in schools for kids under 13 years
• we have clear principles on how we work with influencers
• we have guidelines for sponsorships and product donations

The updated policy is an outcome of an excellent cross-market teamwork, involving passionate professionals from many different departments and countries. The journey included several fruitful workshops and internal feedback rounds. Also, the media partner was involved in the process.?

“I also want to highlight that our Responsible Marketing Policy is consistent with current legislation in countries in which Cloetta has presence. The guideline also takes into consideration industry-specific agreements such as the International Chamber of Commerce (ICC) framework for responsible food and beverage communications. We will continue promoting the oral healthcare benefits of our sugar-free and xylitol sweetened pastilles and chewing gums and therefore they are excluded from this commitment.”