Every age group drinks Coca-Cola. Coca-Cola is positioned to not be aimed at one particular target demographic but often has a larger proportion of advertisements geared towards 12 to 30 year-olds.
Advertising for each of Coca-Cola's brands is positioned against different target demographics. However, Coca-Cola's responsible marketing policy has stated that the company will not buy advertising that is targeted at children under the age of 12. The company further clarified this position by relating that they will not buy advertisements if fewer than 35 percent of the viewing audience is 12 years or older. This restrictive marketing initiative covers all media, including online, print, radio, television, movies and video games.