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Branding Strategies Targeted Towards Kids

When Food Talks, Kids Listen - And Parents Buy


Follow your nose it always knows; listen to Snap, Krackle, and Pop; and Trix are for kids, silly rabbit. To get parents to buy something market to their kids.
Food products that use animated characters sell products.

Food products that use animated characters sell products - and do not have to pay high salaries to actors.

When Food Talks, Kids Listen - And Parents Buy

A popular and effective way to market to parents is through their children. Kids identify easily with talking characters and silly concepts. This style of branding is especially evident in food products that appeal to children.

Consider Toucan Sam, a bird who can smell fruity cereal and follows his nose to find it. And who has not put their ear to a bowl of Kellogg's Rice Krispies cereal to listen to Snap, Krackle, and Pop?

Toucan Sam and the talking Krispies elves (they are elves, aren't they?) are examples of using animated characters to brand a product (Tony the Tiger is another example.)

Trix Are For Kids

The Trix rabbit has been soliciting to children since 1954 when General Mills first began making the iconic "Trix are for kids, silly rabbit" commercials. Today, the Trix rabbit also hawks yogurt.

A clever advertising campaign during the 1970's asked kids to vote whether or not the Trix Rabbit should get some Trix; they voted yes!

Grownups Respond to Talking Food Too

M&M Mars takes the animated food approach beyond the kiddie arena by using talking candy in situations targeted towards adults. For example, in one commercial their M&M candies are seen running on a super market conveyor belt trying to avoid being bagged and taken (to be consumed) at an adult party.

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