Limits on Food Ads for Kids

An article in the Wall Street Journal published last week, on March 15th, discusses how certain groups are urging the placement of restrictions on food ads for children. The Consumers International and the International Obesity Task Force have together created a code for marketing to kids that they hope the government will adopt. 

The groups want to ban ads for foods and beverages that are high in fat, sugar, and salt between the hours of 6 a.m and 9 p.m on both the radio and television. They also want to ban food ads on social network sites that are often used by a younger demographic, giving away gifts or toys as a way to promote unhealthy food, and the use of celebrities and cartoon characters in this type of foods ads. 

A spokesperson of Consumers International named Luke Upchurch says "What we're asking for is a global code so that consumers everywhere are protected from junk-food marketing. There's a disputer about what constitutes child marketing. The food industry world say under 12, but at least under 16 is what we want."

These groups are approaching health ministers in a hope that they will discuss the code during the World Health Assembly. This is an annual meeting that establishes policies that will be held in May by the World Health Assembly. If they enforce the code individual governments will have to decide if they would like to adopt this marketing restrictions through legislation.

Some companies such as General Mills, Kellogg, McDonalds, and PepsiCo have already started to participate in these types of restrictions. They all have pledged to not advertise to kids under 12 types of products that don't meet certain nutrition standards. Maybe thats why all McDonalds recent commercials feature happy means with milk and apples instead of soda and fries.

I think this is an important code that should be passed and enforced. Obesity has become such a major issue in our nation and needs to be dealt with at a young age!

Frosted Mini-Wheats

We have all seen the commercials produced by Kellogg for its Frosted Mini-Wheats that show a child performing better in school with their Mini-Wheat by their side from breakfast. A press release that was released today by PR Newswire proves that the claim these commercials make are really true. 

Kellogg recently commissioned a study to see if eating a healthy, nutritious breakfast can help children stay focused in school. The study found that eating a bowl of Frosted Mini-Wheats cereal can help improve a kids attention in school by nearly 20%!!! The article explains that with many school districts administering standardize tests in the next couple of months, it is the parents job to make sure their children are eating a healthy breakfast. By doing so, they can greatly increase their scores.

Kellogg has taken these results and are already releasing them to the public through their a online site.  The interactive site, which is dedicated strictly to the Frosted Mini-Wheats cereal, grabs viewers attention to the results immediately with  a familiar talking Mini-Wheat that is seen in commercials. He states the results of the study and encourages consumers to learn more. I loved this site. You are able to watch commercials that are associated with this campaign. The commercials are funny, and grab kids attention through the cute character. You can also play mind games or send a "focus message" to your friends on their phones. The site is a great marketing tool to get kids involved with this product along with motivating parents to buy it!

Multi Media Platforms

Today the majority of kids are multi tasking between different media outlets. TV once was the dominant kids' medium, but it no longer holds their undivided attention. An independent research Firm that specializes in new media marketing conducted a study called Kids' Social networking study and found that marketers should be using multi media platforms to reach this demographic. 

The study found that 64% of kids go online while watching television with 49% of them saying that they do it anywhere between 3 times a week to several times a day! Therefore, placing content in one of these mediums will influence their behavior on another. By making a multi platform marketing campaign companies can instantly increase their frequency within this demographic. 

Peter Grunwald, the president of the Grunwald Association, stated that "The findings of the study strongly suggest that companies should use multi platforms-TV, online, social networking, handhelds and other interactive media-to create a synergistic communications effort and a compelling, highly interactive experience for kids. "

I completely agree with the article that published the results of this study. The article was published on the internet retailer, a site that specializes in strategies for multi channel retailing. The results of this study clearly indicate that by making a multi platform campaign a company can greatly increase their awareness among kids. This is a perfect example of taking a trend that exists in a certain demographic and turning it into a profitable campaign. 

PBS Kids Sprout

The first 24 hour  program targeting only preschool kids on TV  called PBS Kids Sprout launched a program called Sprout Smart on January 17, 2008. It is designed to encourage parents to connect with their kids about health, nutrition, safety and even social development. The goal is to each year release a new topic related to preschool health and development. 

This year the program is focusing on  Healthy Living a

nd Nutrition for preschoolers. Its subjects from January-March will focus on Getting ZZZs and teaching the importance of sleep. From April-June Sprout Smart will focus on Kids in the kitchen which highlights the fact that when kids are involved in preparing foods they are more likely to eat healthy. From July-September they will discuses the power of play and how important exercise is. Lastly, from September-December they will focus on being together at the table and how important it is to have family meals. 

Sprout is already a network that encourages healthy habits throughout all of its programming. Now by strategically teaming up with Mott's for 

Tots (a healthy unsweetened juice for kids) and KidsHealth.org (who focuses on a wide rang of health and family issues) they will only further develop their credibility. 

 The program started airing sprout smart PSA's on the 18th of January. As of February 15th, these PSA's were made available on Sprout on Demand. I think this company is doing an excellent job in marketing healthy habits to preschoolers through their parents. Creating healthy habits at this age can save a child from multiple health issues in the future. 

Fuse Marketing

Marketing to kids has become such a popular trend that the company Fuse was created

specializing in marketing to tweens and teens. Fuse youth marketing major discipline areas include sport marketing, music marketing,  and fashion marketing. By targeting these demographics through these areas, Fuse strives to associate a specific brand with the youths culture itself.  

Some clients that Fuse has successfully worked in include Pepsi, Motorola, Ford, New Balance, NBC, TAG, and Song. Although these companies are very different, they all share a common interest in connecting with these younger demographics.  

An article published in the Bulldog Reporter published on February 25, 3008 describes awebsite created by Fuse for a Dew Tour (a pro tour for action sports) for NBC sports in 2006.  The article describes Fuse's strategy to hit the youth where it counts with "sophisticated, frequently updated web content. The site ended up receiving heavy traffic (a 47% increase from the year before) and praises from fans and sponsors. As a result, the Tour has continued to be successful and the site is up and running for the 2008 tour!

These two pictures are examples of pictures from the site that attract the youth audience!

I think it is an excellent idea to have companies that specialize in targeting a specific audience. These companies have the skills and knowledge needed to successfully reach a targeted audience. This goes to show that sometimes outsourcing to another company has a lot more benefits than trying to do everything in house. Once NBC sports contacted Fuse, their awareness and traffic increased dramatically!

Lickable Ad???

Welch's, a juice that constantly is targeting kids, has created a lickable ad. In the February 18th edition of People's Magazine on page 75 an ad for Welch's Juice shows a big container of their juice. Next to the juice there is a caption reading "For a Tasty Fact, remove and Lick" which points down to a peel off that reveals a lickable surface to try their product. 

By placing this ad in People's Magazine the Welch's brand is targeting the parents of their young consumers. Although kids often influence their decisions, these parents are the ones that are making the decisions on what their children consume. By normally displaying kids enjoying their product in advertisements the company is pulling in young consumers. They also attract the parents by constantly labeling their product as 100% real juice. 

People are both excited and in shock about these new ads, developed by a company called First Flavor. Although they are new and innovating, their is the problems of sharing saliva because magazines have a large pass along rate. Therefore, because of the extra price of the ad, marketers are wondering if it is worth the money. The ad is not benefiting from the magazines pass along rate. 

Although pretty accurate Karen Mitchell, Welch's corporate director of marketing is quoted saying "We could not match the taste exactly, but we got pretty close." She also explains that people are misinterpreting the product. Customers are not supposed to lick the magazine page, but a purple square inside the foil pack and then throw it away. 

I think these new ads are very innovating and are breaking through the clutter. Although the kids are most likely not the ones licking the ads, parents may be more willing to try this brand for their child after a successful "Lick". 

Click Here to visit this article from Erie Times News. 

Sweet and Sassy

An article on ypulse.com labeled Sweet & Sassy: Do Tweens Need Their Own Salons?, examines a whole new area of marketing to tweens. A new brand named Sweet & Sassy are creating a chain of salons for tween girls to get a new look and makeover. 

Tween girls are aging faster than ever. Because of the amount of media and advertising towards this age group, their aspirations to look and be a certain way are developing here, at a much earlier age. These young girls are looking to be like their favorite celebrity. A lot of Tweens are quoted in magazines stating that they want to look like Hannah Montana. This salon will help them fulfill their dream. 

The article also touches on the issue of safety concerns. Living in today's generation, parents are providing more structured lives for their kids than other generations did. This salon will provide a happy median for both daughters and parents. A parent can drop their tween off at a Sweet & Sassy for a day full of fun and excitement knowing they are in a safe environment.

I agree with the article about providing a safe and fun place for kids to hang out. Yet, sending you daughter at the age of 12 to a beauty salon worries me. We are only going to further engrave in our kids minds that they must look a certain way to be accepted into society.