Recipe For Success: Advertisers Revamp Their Marketing Strategies To Benefit Kids

Savvy advertisers have always known that while it’s the parents (adults) that are out there earning the money, it’s the kids/teens that are out there spending it or at least influencing (some of) the spending. And, for years, they have been using their media campaigns to lure youngsters into buying their products including those that are not necessarily good for them

But, know perhaps because of more conscious consumers, or because of reports of increased (childhood) conditions and a youth obesity “epidemic”, some major marketers have been rethinking their strategy for appealing to kids.

General Mills, the cereal and food manufacturer that is one of North America’s most well known, well recognized, and popular advertisers is receiving accolades for its recent decision to put an end to “junk food” advertising to kids. In fact, it has noted that is will stop marketing and promoting its higher-calorie and least nutritious products to school-aged children.

According to the company, if one of its products does not adhere to or meet new nutrition guideline, it will NOT target children, which means no movie tie-ins, no Internet ads, and no licensing of favorite cartoon characters.

And, General Mills received additional praise for its efforts in eliminating from its advertising campaign graphic violence, excessive sexual content and foul language.

Plus, according to company officials, they (General Mills) do not advertise on (gross) reality show where people are dared to do dangerous things or to eat insects.

And, last year alone, the company spent $277 million on advertising landing it the nation’s 52nd spot among the countries largest advertisers according to Advertising Age Magazine.

This all in response to past criticism for pushing sugary snacks on kids. Now, the company states that every product it promotes must be classified as “nutritious” and “healthy” or provide an essential childhood nutrient as measured by government guidelines.

And, it’s reported that the new guidelines have pushed some children’s snacks off TV, but the company would not reveal which ones.

However, the company did not adhere to a suggestion by the Institute of Medicine to eliminate using cartoon characters to market its products, and in fact, introduced the new Dora the Explorer breakfast cereal and yogurt this past spring, noting that using animated characters has been a staple the company has been using for decades and not likely one that will go away.