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

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Marketing Food to Children and Adolescents meeting the Commission’s adolescent-directed criteria. Two candy companies directed television advertising for certain products to the Hispanic audience, including youth. Finally, a milk marketer and a QSR reported Spanish-language television advertising directed to youth. A few companies reported other ethnic- or gender-focused print, radio, and Internet advertising. Certain beverage companies reported sponsoring music websites that appeared in Spanish and featured Hispanic artists, and a company marketing energy drinks reported translating many of its ads into Spanish. A QSR reported distributing Spanish-language promotional flyers to general audiences, including youth, for a fund-raising event. A milk marketer reported gender-focused celebrity print advertising directed to either girls or boys, with higher expenditures for boy-targeted advertising, apparently due to the higher cost of media required to reach that audience. A candy company reported gender-focused print, in-store, and Internet advertising in conjunction with a popular retailer specializing in girls’ clothing. A few companies reported directing radio advertisements for beverages or snack chips to Hispanic and African-American youth. 2. Athletic and Other Event Sponsorships Some beverage companies promoted soccer events to Hispanic youth, and sponsored basketball tournaments and streetball events for African-American youth. A QSR noted sponsorship of public events geared toward Asian Pacific Americans, including youth, and sponsorship of a sports program for teenage girls. Two packaged food companies, on behalf of several brands, reported sponsoring sports programs and other events primarily directed to Hispanic audiences, including youth. For example, one canned pasta brand sponsored a youth soccer tournament directed primarily to Hispanics at which product logos appeared on team jerseys, field flags, and banners, as well as on soccer balls and hacky sacks given to participants as premiums. One candy company sponsored a float in the Macy’s Thanksgiving Day Parade that featured Latin tween pop group RDB. A beverage bottler engaged in sampling and other promotional activities at various Hispanic festivals. Finally, a beverage company and a QSR reported partnering to raise money for a program to teach English to Hispanic pre-school children; events took place at community parks, with branded prizes. 3. Packaging, In-Store, Premiums, and School-Related Marketing Packaged food, candy, produce, and beverage companies and QSRs reported some ethnic- or gender-focused marketing on packaging, in stores, through premiums, and in schools. A food company reported packaging-related expenses for breakfast and snack foods directed to female audiences, including some youth. Another company marketed cookies with packaging and back-to-school store displays in Spanish and English, and book covers and sports cards inside 58
Food Marketing Activities Directed to Children and Adolescents the cookie boxes. Characters from the animated Spanish-language television series El Chavo were licensed for product promotion. One candy company reported marketing a candy product with flavors designed to appeal to Hispanic consumers, including youth, and another company indicated it may consider developing special flavors and/or engaging in particular advertising based on research suggesting its products are popular with Hispanic customers, including youth. A produce company reported Spanish-language marketing in regions that have a substantial Hispanic population. Premiums also were used for ethnic-focused marketing. For example, premiums distributed in conjunction with a celebrity endorsement of certain packaged food brands were directed to Hispanic youth. A beverage bottler’s sweepstakes promotion to win certain toys appeared in Spanish. A company also reported distributing child-focused premiums for two beverage products to Hispanic parents. Another beverage company’s cross-promotional advertisement for discounted admission tickets to an amusement park was directed generally to “multicultural youth” ages 12-24. Finally, in conjunction with school-related marketing, a beverage company reported providing Spanish-language book covers to “Hispanic designated” elementary schools. A beverage company sponsored an essay contest tied to Black History Month for elementary, middle, and high school students, and a QSR reported an essay contest on the same topic for middle school students. 59
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FEDERAL TRADE COMMISSION Marketing
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Report Contributors Bureau of Consu
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Appendices 2. Athletic and Other Ev
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List of Figures Figure II.1: Report
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Marketing Food to Children and Adol
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