The Campaign for a Commercial-Free Childhood is not happy with Scholastic. They are asking everyone concerned to send a message: Stop the in-school SunnyD sugar spree. The problem stems from how SunnyD is said to raise funds by using social engineering tactics.

Sweetened by high-fructose corn syrup (HFCS), an 8-ounce serving of SunnyD contains a whopping 20 grams of sugar. Its orange hue comes from Yellow #5 and Yellow #6, two artificial colors that contain known carcinogens and can cause allergies and hyperactivity in children. But that’s not stopping Scholastic from partnering with SunnyD to market beverages laden with HFCS to a captive audience of schoolchildren in preschool and elementary classrooms around the country. As part of the “SunnyD Book Spree,” students are asked to collect SunnyD labels and teachers are encouraged to throw SunnyD parties in their classrooms — in exchange for 20 free Scholastic books.

SunnyD could instead sell their product directly to consumers with a note that they will donate a portion of profit for books. This makes sense as a direct manufacturer-to-consumer relationship. However, a product relationship proxied through a captive audience of school children “ambassadors” is suspicious. A company can donate funds and materials directly if they choose this as their mission; children in a classroom should not be made to promote products as a kind of indenture.

It sounds to me as though SunnyD does not believe their product is able to sell on its own merits so they are trying to use pull sympathy for kids into the equation, or they just hope to get children hooked on their product. Either way they are using an attack path to exploit consumer vulnerabilities through social engineering tactics. It is not only bad for the health of the market but also the health of children.