Eye on Marketers

Thursday, April 30, 2015

A survey from spring of 2015 found that 68% of teens regularly engage with brands on Instagram - and marketers are anxious to exploit this finding! This writeup from a marketing specialist Casey Arnold urges advertisers to turn young Instagram users into customers by "creating a brand presence that blends in as one of their own peers." Arnold concludes that targeting teens through Instagram is justified because  "this generation actually wants you to become part of their everyday lives."

Wednesday, April 29, 2015

The top 500 US marketers have substantially increased their spending on Latino consumers since 2010, increasing both Spanish language advertising and ads that target Latino consumers in English language media. Will other companies follow suit?

Friday, April 24, 2015

In Mexico, Coca-Cola released a new social media-fueled marketing campaign that targets teens by aligning the product with friendship and popular boy band One Direction. The promotion urges teens to become part of the campaign by using social media to share images and videos of themselves and their friends.

Thursday, April 23, 2015

Nielsen shopping data shows that Latino consumers spend more money than other racial groups on packaged foods (as well as other consumer goods), causing analysts to recommend targeting Latino consumers. Goya is offered as a specific example of a food company successfully appealing to Latinos by targeting their products to that population.

Thursday, April 23, 2015

A new report found that more than half of the foods advertised on child-targeted TV shows don't meet the recommended government nutrition guidelines. Some of the framing throughout keeps the focus off industry actions, though the study's author does address industry accountability when she suggests that companies advertise those foods that do meet nutritional recommendations. She stops short of calling for policies that would protect children from being bombarded by unhealthy advertisements.

Wednesday, April 22, 2015

The supermarket company is partnering with the campaign to offer nutrition education concerts across several states. In a corporate social responsibility move, the partnership allows the company to show support for child nutrition while marketing their stores. Meijer has committed to bringing a greater diversity of fruits and vegetables to its store in order to appeal to children and their parents who attend the concerts. 

Tuesday, April 21, 2015

McDonald's is hosting its Second Annual Community Choice Youth Awards, where African-American youth are honored for service to their communities. The corporate social responsibility move is an opportunity for McDonald's to appeal to African-American youth while appearing concerned with the needs of the community.

Tuesday, April 21, 2015

A new report released by the digital marketing agency Deep Focus states that Generation Z, 7-17 year-olds, have a lot of power over food choice within their families. The report labels this age group as "the new foodies" and encourages brands to target youth saying, "brands who aren't targeting them today do need to start paying attention. Companies are also encouraged to target them now because they will be future consumers and building brand loyalty can generate future sales."

Tuesday, April 14, 2015

Movie tie-ins are a classic marketing strategy that food and beverage makers use to appeal to youth, and Subway's latest partnership aligns the brand with one of the most anticipated movies of the summer. Subway's partnership with Avengers: Age of Ultron includes a number of promotions designed to appeal to young customers and their families.

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. 

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