Marketing Food to Children and Adolescents - Federal Trade ...

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Marketing Food to Children and Adolescents • Sony PlayStation characters Spyro the Dragon and Crash Bandicoot (popcorn) • Spider-Man (QSR children’s meals, breakfast cereals, cereal bars, cookies, pancakes, fruit snacks, snack crackers, snack chips, sliced cheese, macaroni and cheese, frozen desserts, non-carbonated beverages) • SpongeBob SquarePants (QSR children’s meals, breakfast cereals, snack crackers, macaroni and cheese, lunch kits, fruit snacks, cookies, yogurt, fruits and vegetables) • Star Wars Episode III (fruit snacks) • Strawberry Shortcake (QSR children’s meals) • Stuart Little 3 (QSR children’s meals) • Superman Returns (QSR children’s meals, breakfast cereals, milk, cereal bars, snack chips, snack crackers, fruit snacks, packaged pasta, carbonated and non-carbonated beverages) • Surf’s Up (popcorn snack) • Teenage Mutant Ninja Turtles (fruit snacks, fruit juice) • Trollz (QSR children’s meals) • The Wiggles (fruit juice) • The Wild (QSR children’s meals) • Winnie the Pooh (fruit snacks) • Winx (fruit snacks, fruit juice) • Xiaolin Showdown (breakfast cereals) • Yu-Gi-Oh! (QSR children’s meals) • Zoom (QSR children’s meals) a. an c h o R i n g cR o s s-PR o m o T i o n s w i T h TR a d i T i o na l me a s u R e d me d i a Food and beverage companies and restaurants frequently anchored their cross-promotions in traditional measured media, particularly in television advertising. Companies reported using television ads as part of their cross-promotions for a wide variety of food products, including QSR children’s meals, breakfast cereals, children’s frozen meals, frozen waffles, toaster pastries, cookies, candy, snack chips, macaroni and cheese, fruit snacks, yogurt, and spinach. Print advertising of cross-promotions was used for snack cakes, milk, carbonated beverages, and canned soup. Occasionally, products were embedded in the television program or film to enhance the cross-promotion. For example, one carbonated beverage was cross-promoted, via packaging, in-store advertising, and the Internet, with the teen television drama One Tree Hill. 32
Food Marketing Activities Directed to Children and Adolescents Products were shown within the program, in addition to being advertised in standard television ads appearing during or adjacent to the show. b. Re l i a n c e o n Pa c k a g i n g a n d in-sT o R e di s P l a y s Companies frequently relied on packaging and in-store displays as mechanisms for advertising their cross-promotions. Typically, media companies permitted use of their copyrighted images from films and television programs directly on product packaging and displays. These images usually were featured prominently on the front of the package, with additional, related content, such as games, trivia, and sweepstakes or contest information, provided on the back. Packaging also advertised the availability of promotion-related premiums inside the package or through the product website. In other cases, the packaging itself served as the premium, such as a popcorn carton that had a cut-out picture frame featuring third-party licensed characters, or a candy dispenser that was also a toy thematically tied to the promoted film. Some product labels explicitly encouraged consumers to watch or buy the particular cartoon or movie being promoted. Other packaging directed the consumer to a website to play a game featuring the licensed character. In a few examples, a licensed character provided nutritional messages. In addition, some produce companies utilized licensed characters to promote fruit and vegetables in stores by using character images on produce bags and placing stickers or tags on loose items. ho w It w o r k s : A fruit and vegetable company used a cross-promotion with Discovery Kids character Paz the Penguin to get children’s attention in stores and to remind parents to buy fresh produce for their children. The character’s name and image were featured on hanging tags used in cold-case produce sections. In-store events with Paz the Penguin in 10 cities featured give-away activities for children, stickers, coupons for parents, and product samples. Many supermarkets and QSRs displayed materials cross-promoting movies, movie DVDs, television events, athletic teams or events, or sweepstakes. One cereal cross-promoted with a movie had stand-alone kiosks featuring an interactive video game that children could play. Non- carbonated beverage displays at restaurants and convenience stores promoted the chance to win video game consoles, children’s books, or free children’s meals. Posters at QSRs promoted toy 33
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FEDERAL TRADE COMMISSION Marketing
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