Eye on Marketers

Wednesday, July 29, 2015

Lainie Morgan at NEA Healthy Futures discusses some of the harmful effects of and strategies behind unhealthy food and beverage television marketing to kids, including the deceit involved in marketing to young children who might not be able to differentiate an ad from a television show. Morgan zeroes in on what adults can do to limit a child's exposure to unhealthy marketing, but misses an opportunity to discuss the need to change food marketing practices themselves.

Tuesday, July 28, 2015

McDonald's will provide free transportation from select restaurant locations to the CSU Super Saturday event: a day for students to learn about attending college. Hoping to create goodwill with multicultural students and their families, the fast food brand will also promote its scholarship program.

Thursday, July 23, 2015

With sluggish sales, the soup brand turns to marketing. Part of its strategy is a new lineup of Star Wars cans, a product aimed at children. Campbell is also giving itself a health halo by removing MSG from its kid-targeted condensed soups and creating more organic soups for children.

Wednesday, July 22, 2015

This industry piece is a response to the Center for Science in the Public Interest's open letter to NBCUniversal asking for stronger nutritional standards when using children's characters. The candy industry uses classic defense arguments and says that comparisons of sugar to tobacco are extreme.

Monday, July 20, 2015

Working with Dominican-American singer Leslie Grace, McDonald's has created a three-minute bachata musical, which was first broadcast last Thursday during Premios Juventud on Univision. The fast food brands hopes to appeal to Latino consumers with its "razzle-dazzle."

Monday, July 20, 2015

Understanding that children can strongly influence family dining choices, restaurants are offering digital gaming targeted at kids. For example, Chili's offers tabletop tablets that allows for unlimited gaming at a small cost. Marketers are also using restaurant apps to reach this target and their parents.

Monday, July 20, 2015

Hershey, Mondelez and Kraft Heinz have come together to create an ad featuring children experiencing their first s'mores. The brands hope to appeal to values through the experience of roasting marshmallows, to extend the s'mores season and generate sales.

Thursday, July 16, 2015

Dr. Jim Sears from the television show The Doctors has been quoted in a Mott's press release approving the diluted fruit juice for kids. Mott's is giving its product a health halo with "pediatrician approved" branding that can confuse consumers into thinking it's a good idea for children to consume the diluted sugary drink.

Wednesday, July 15, 2015

The Latin superstar and Grammy-nominated Bachata singer has been hired by Dr Pepper to host a private concert for the brand's latest campaign, "Dare to Discover." Through the campaign, the sugary drink company is also using scholarships to create goodwill among Latino youth.

Wednesday, July 15, 2015

Coca-Cola South Pacific has agreed to no longer broadcast the ads after the Advertising Standards Bureau found that the soda giant breached its agreement to not directly target children under 12. The ads feature a group of animated characters that mirror high school subcultures and appeal to kids' sense of playfulness. The website remains live, showing the limits of self-regulation.

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