Eye On Marketers

Marketing has a profound affect on the foods we eat and the beverages we drink, yet most of that marketing is for products we should avoid. BMSG monitors the media to help keep advocates informed of the tactics food and beverage companies use to target children, communities of color, and other groups that are particularly susceptible to the health harms these products cause.
Source: Ad Age
Friday, April 10, 2015

Coke plans to expand its popular "Share a Coke" campaign, which specifically targets teens and Millennials using Coke products branded with first names that are common in those age groups. This summer, the expanded campaign will feature more names, package sizes, and formats - and presumably will appeal to even more young consumers. 

Source: The Conversation
Friday, April 10, 2015

A marketing professor from the University of Oregon succinctly explains complex marketing concepts and how they hijack children's food preferences in this article that pushes for more substantive improvements to children's food environments. The article includes the media bite, "It is difficult to celebrate Burger King's delinquent reform to product offerings directed to children. It is like being self-congratulatory about finally cleaning out the refrigerator as the rest of the house burns."

Source: Food Politics
Thursday, April 9, 2015

Digital privacy advocates are pursuing a new frontier in digital marketing to kids - junk food advertising on YouTube for kids. Advocates chide YouTube Kids for mixing advertising and programming in a way that deceives young children, featuring branded channels for companies such as McDonald's, and distributing segments that appear to be user-generated without disclosing business relationships.

Source: Media Post
Thursday, April 9, 2015

Snicker is using classic digital marketing strategies (infiltrating social networks and soliciting user-generated content) to connect with youth internationally. The company has recruited popular video bloggers to make videos for their "You're Not You When You're Hungry" campaign - the 13 "vloggers" represent eight countries and have more than 7 million subscribers, many of them young people.

Source: PR Newswire
Tuesday, April 7, 2015

The event brings grocers, restauranteurs, schools, hotels, hospitals and foodservice professionals together with food suppliers and manufacturers to discuss ways in which to appeal to Latino consumers. Food companies want to capitalize on the growing Latino population to increase revenue.

Source: Ad Age
Monday, April 6, 2015

Advertising Age is dedicating an issue to multicultural marketing, releasing a series of articles on how to target market to people of color. Piggybacking off news that non-Hispanic whites will be the minority in 2044, Advertising Age is encouraging food, entertainment, and sport companies target this population in order to increase revenue.

Source: Media Post
Friday, April 3, 2015

Subway is bringing back its spokesman Jared for a new advertising campaign that's intended to drive social media engagement with the brand. The advertisements, aired during Final Four coverage, reintroduced Jared to Millennials while reinforcing connections with the brand and emphasizing Subway's "better-for-you" image.

Source: Media Post
Wednesday, April 1, 2015

Denny's is using popular characters from DreamWorks Animation films as part of an interactive kids' menu designed to engage kids and their parent with puzzles, games, social media outreach and digital content. Note that this industry press writeup takes care to mention that some of the items on this menu are approved by Kids LiveWell, which is an industry program.

Source: The Washington Street Journal
Sunday, March 29, 2015

Mountain Dew plans to bring back its well-known "Do the Dew" slogan for a global campaign that will include social media components. The brand is trying to distance itself from its previous focus on extreme sports, but they're still focused firmly on connecting with young men. Executives claim that the brand is well-suited to global outreach because its target audience (male millennials) "has a lot more in common with each other than they have differences" and is highly engaged online.

Source: Media Post
Friday, March 27, 2015

Unilever is launching 16 new frozen dessert lines this summer. Several of them, including the Frozen-themed treats highlighted here, clearly aim to reach children through product and promotion-based strategies.

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