Marketing Food to Children and Adolescents - Federal Trade ...
Marketing Food to Children and Adolescents - Federal Trade ...
Marketing Food to Children and Adolescents - Federal Trade ...
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<strong>Food</strong> <strong>Marketing</strong> Activities Directed <strong>to</strong> <strong>Children</strong> <strong>and</strong> <strong>Adolescents</strong><br />
Products were shown within the program, in addition <strong>to</strong> being advertised in st<strong>and</strong>ard television<br />
ads appearing during or adjacent <strong>to</strong> the show.<br />
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<br />
Companies frequently relied on packaging <strong>and</strong> in-s<strong>to</strong>re displays as mechanisms for<br />
advertising their cross-promotions. Typically, media companies permitted use of their<br />
copyrighted images from films <strong>and</strong> television programs directly on product packaging <strong>and</strong><br />
displays. These images usually were featured prominently on the front of the package, with<br />
additional, related content, such as games, trivia, <strong>and</strong> sweepstakes or contest information,<br />
provided on the back. Packaging also advertised the availability of promotion-related premiums<br />
inside the package or through the product website. In other cases, the packaging itself served<br />
as the premium, such as a popcorn car<strong>to</strong>n that had a cut-out picture frame featuring third-party<br />
licensed characters, or a c<strong>and</strong>y dispenser that was also a <strong>to</strong>y thematically tied <strong>to</strong> the promoted<br />
film.<br />
Some product labels explicitly encouraged consumers <strong>to</strong> watch or buy the particular car<strong>to</strong>on<br />
or movie being promoted. Other packaging directed the consumer <strong>to</strong> a website <strong>to</strong> play a game<br />
featuring the licensed character. In a few examples, a licensed character provided nutritional<br />
messages. In addition, some produce companies utilized licensed characters <strong>to</strong> promote fruit <strong>and</strong><br />
vegetables in s<strong>to</strong>res by using character images on produce bags <strong>and</strong> placing stickers or tags on<br />
loose items.<br />
ho w It w o r k s :<br />
A fruit <strong>and</strong> vegetable company used a cross-promotion with Discovery Kids<br />
character Paz the Penguin <strong>to</strong> get children’s attention in s<strong>to</strong>res <strong>and</strong> <strong>to</strong> remind parents<br />
<strong>to</strong> buy fresh produce for their children. The character’s name <strong>and</strong> image were<br />
featured on hanging tags used in cold-case produce sections. In-s<strong>to</strong>re events with<br />
Paz the Penguin in 10 cities featured give-away activities for children, stickers,<br />
coupons for parents, <strong>and</strong> product samples.<br />
Many supermarkets <strong>and</strong> QSRs displayed materials cross-promoting movies, movie DVDs,<br />
television events, athletic teams or events, or sweepstakes. One cereal cross-promoted with a<br />
movie had st<strong>and</strong>-alone kiosks featuring an interactive video game that children could play. Non-<br />
carbonated beverage displays at restaurants <strong>and</strong> convenience s<strong>to</strong>res promoted the chance <strong>to</strong> win<br />
video game consoles, children’s books, or free children’s meals. Posters at QSRs promoted <strong>to</strong>y<br />
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