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

Marketing Food to Children and Adolescents
bones). Similarly, a packaged foods company marketed a limited edition frozen waffle stamped
with images based on the movie, as well as fruit snacks in treasure shapes.
ii. Superman Returns
The Summer of 2006 also saw the release of Superman Returns (rated PG-13), and food and
beverage companies licensed the Superman character for use in television ads, on packaging,
in store and restaurant displays, and on the Internet. Products advertised in Superman cross-
promotions included carbonated and non-carbonated drinks, breakfast cereals, pasta, snack
foods, and QSR children’s meals. One dairy marketer used the lead actor from Superman in
its “got milk?” milk mustache print ads. Limited edition cereal, snack, and pasta products took
the shape of the Superman shield, and a “Buffalo wings” snack flavor was created to coincide
with the film. Product samples were given out at movie premieres and other venues. Branded
carbonated beverages were placed in the film itself. A restaurant offered Superman outdoor
flying toys as children’s meal premiums, together with online activity challenges and the
opportunity to track and compare individual progress; it also sponsored an online sweepstakes
to win a laptop computer. Food company websites promoted the movie by telling the movie’s
back-story, offering online games (find Lois Lane or find Superman, for example), revealing
Superman trivia, and affording the opportunity to win prizes with a code found in or on
packages. Superman-themed prizes – promoted on packages, in stores, and on the Internet –
included a vacation trip to various U.S. landmarks; branded T-shirts, towels, and travel gear;
video games; a $1,000,000 reward for the capture of villain Lex Luthor; and other cash awards.
Other premiums included posters, game cards, discounts on Superman toys, lunch kits, activity
books, a door hanger, and wallpaper downloads. Superman products were advertised across age
groups, from young children to adolescents.
2. Brand Recognition Activities
In addition to the widespread use of cross-promotions with third-party licensed characters
and other properties in marketing to children and teens, several companies – including QSRs, a
produce company, and cereal, snack, baked goods, and candy makers – have successfully created
their own animated spokescharacters. These characters are based on animals, people, the food
product, and even utensils, and are used in advertising and promotions to increase recognition
of products and brands. Spokescharacters generally are associated with a particular product or
product line, and their success is documented by the fact that many have endured for generations
of children.
Stories about the characters and fictitious biographical information appeared in television
ads, on packages, and in online videos. The stories were augmented by websites and packaging
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