Ad spend Australia: $11 million

Sports: Cottee’s is a commercial partner of Football Federation Australia, and a sponsor of the Socceroos.

Stars: Mark Schwarzer and the Socceroos

Targeting kids: Cottee’s runs schools 5-a-side program with Mark Schwarzer, targeting years 3 and 4 in primary school. It claims 27,000 kids will take part in 180 events in 2011. The games feature brightly-branded bibs, balls, goal nets and lots of free Cottee’s. Players take home a branded ball, a branded bottle and 1 litre of Cottee’s cordial.

Ads: Socceroo Mark Schwarzer did this ad in 2010.

Back in 2006 ads had the tag line, ‘Kids need water, Cottee’s makes it fun’.

Food Facts: Water, fruit juice and sugar, plus colouring, flavouring and preservatives.

Expert Verdict: Amber light from Choice Food for Kids, which says one 250ml glass gives kids nearly four teaspoons of sugar, which is a fifth of their recommended maximum daily intake. At least it’s less sugary than canned soft drinks.

Peter Fray

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Peter Fray
Editor-in-chief of Crikey