Wednesday, April 16, 2008

Nestle Nesquick - Junk food ads find web home


The analysis by Cancer Council NSW of 315 children's websites found that ads for soft drink, ice-cream, fast food and confectionery outnumbered those for healthy foods by two to one.
JUNK food marketing is "monopolising" the internet as television advertising comes under scrutiny, a study says.
The council said that many of the techniques used on food product websites for companies that included Cadbury, Nestle and Kellogg led it to conclude that "these techniques act to reinforce the food brand and increase children's exposure time to the product. The 'sticky' nature of the internet, in that it captures and maintains children's attention for extended periods, makes it a potent marketing medium."
It also found that 58 per cent of sites targeting younger children featured the brand's mascot - such as the Nesquik Bunny or the Coco Pops Monkey - as the main promotional character.

Stop hating on the Nesquik Bunny

Nestle like any company is out to make money. Of course they are targeting, especially since they make chocolate and other confectionery products, children. If Nestle leads the pack in reinforcing its brand ID to children then its marketing strategy including using a cartoon bunny (I should find out if the bunny has a name) to entice children to beg their parents to buy the product is working.

1 comment:

L Wilder said...

Nestle is out to make products that sell. That is why they are in the business after all. Ultimately it is up to the parents to decide what is healthy or not for their children to eat. JUNK food is not good for the body. Everyone knows that. It is silly for health councils everywhere to blame Nestle and others like it for targeting children by offering non nutritional foods. What is silly is parents not taking the time to sit down with their children and discuss health food alternatives instead of plunking the little darlings down in front of a tv watching all this clutter advertising. The children should be out playing kick ball or something. If parents did that, there would be less exposure to some of this nonsense on television.