Eye on Marketers

Wednesday, August 26, 2015

Just as Coca-Cola teaches "energy balance," Pepsi's latest Gatorade campaign commercial features NFL's Manning brothers telling a couple of boys that two minutes of sweating earns them the sugary drink - a beverage that has 100% of its calories coming from sugar.

Tuesday, August 25, 2015

From soda to chips, an increasing amount of unhealthy products are being flavored with lime to target the growing and lucrative Latino market. Food companies believe this audience is "ready for a hint of time on almost any food," as seen through the previous success of McCormick's mayonesa - a mayonnaise with a hint of lime that gained mass appeal in the country.

Tuesday, August 25, 2015

While the company plans remove artificial colors and flavors by the end of 2017, General Mills continues to mark its snack products like Fruit Roll-Ups, Fruit by the Foot and Fruit Gushers with kid-favorite characters. In fact, the brand is increasing its character equity licensing to bring SpongeBob shaped fruit flavored snack in January 2016.

Tuesday, August 25, 2015

This mom-blogger calls out the industry on grocery store marketing targeting children. She uses the experience of shopping with her kids to explain the tactics being used by the food industry: "Colors popped out, familiar characters danced across packaging, and "prizes" were promised. All at kid eye level."

Wednesday, August 19, 2015

Through the "Get the Ball Rolling" campaign, Coca-Cola hands out branded soccer balls, distributes soda and gets kids to race around in giant cans of Coke to supposedly help fight obesity. In addition, the "Mixify" promotion instructs teens to eat "whatever you're craving" after a "sweaty workout."

Tuesday, August 18, 2015

For the 12th year in a row, McDonald's will televise its award ceremony on August 23. The Big Food brand is trying to build loyalty with this target market by showing McDonald's is connected with the black community: "McDonald's is committed every day to being deeply rooted in the community and it's a great feeling to connect with another media entity that seeks to uplift our community as well."

Tuesday, August 18, 2015

Trying to attract kids to the sugary cereal, Tony the Tiger and Cumberland Rhode Island coach David Belisle will highlight memorable moments of young athletes through the "Hall of Stripes," and are featured in the brand's "Kids of Summer" video.

Friday, August 14, 2015

This blog post highlights last week's findings from the Rudd Center's report on the food industry's targeting of black and Latino kids. The blog also highlights the connections between the Rudd Center's findings and recent efforts to pass soda taxes and other measures to reduce consumption of junk food. Blog author Brentin Mock speculates that "...as cities take a more serious look at this, corporations may find this a tougher problem to advertise their way out of. As the tobacco industry learned."

Wednesday, August 12, 2015

A report on target marketing from the Rudd Center for Food Policy & Obesity, African American Collaborative Obesity Research and Salud America! is making headlines. Among its findings, the report revealed that black and Latino kids are exposed to more ads for candy, sugary drinks and snacks than their white peers. "This is a clear case of tactics that must be profitable from the business perspective but at the cost of fostering an environment that promotes poor health in black and Hispanic youth in particular," said AACORN's Shiriki Kumanyika in a news release.

Wednesday, August 12, 2015

Sports drink advertising is notorious for aggressively targeting young men, especially young men of color - and now the Dr Pepper Snapple Group has joined Coca Cola and PepsiCo in making inroads with this lucrative market. The company just purchased a significant stake in a sports drink startup whose investors include Kobe Bryant.

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