BREADS & PASTRIES...Nestle Wonderball Ring Pops Twizzlers Nestle Crunch ... Hi-C Fruit Juices &...
Transcript of BREADS & PASTRIES...Nestle Wonderball Ring Pops Twizzlers Nestle Crunch ... Hi-C Fruit Juices &...
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Rice Krispy TreatsHostess Baked GoodsLittle Debbie CakesEggo WafflesKellogg's Pop Tarts
BREADS & PASTRIESBREADS & PASTRIES
Air Heads
Bubble Tape Bubble GumIce Breakers GumWrigley’s Juicy Fruit GumTopps Push PopsNestle WonderballRing Pops
TwizzlersNestle CrunchWonka CandyButterfingerMilky WayHershey Bar3 MusketeersStarburstHershey’s KissesLife Savers & Crème SaversSkittlesKit KatReese’s Cups & SticksM&MsSnickers
CANDY & GUMCANDY & GUM
KixCocoa PuffsLucky CharmsLife CerealTrixReese’s Peanut Butter PuffsApple JacksCinnamon Toast CrunchFroot LoopsHoneycombCaptain CrunchPebblesFrosted FlakesCheerios
CEREALSCEREALSCoca-ColaPepsiSpriteMountain Dew7 UpDr. Pepper
Milk
Nestle Nesquik Milk & Drink Mix
Hi-C Fruit Juices & DrinksJuicy JuiceTangCapri Sun Fruit DrinksSunny Delight Fruit DrinksKool-Aid
DRINKSDRINKS
Nestle Cones and PopsPopsicle
ICE CREAMICE CREAM
Smuckers Jams & JelliesJif Peanut Butter
PEANUT BUTTER & JELLYPEANUT BUTTER & JELLY
Chips DeluxeCheese NipsTeddy GrahamsCheez-ItChips AhoyPepperidge Farm GoldfishRitz Crackers & BitsOreo Cookies
COOKIES & CRACKERSCOOKIES & CRACKERS
Jell-O Gelatin & Pudding Snacks
Dannon DanimalsYoplait Go-Gurt YogurtTrix Yogurt
General Mills Milk & Cereal Bars
Quaker Chewy Granola BarsGushers Fruit SnackFruit By The FootFruit Rollups
OTHER SNACKSOTHER SNACKS
Chuck E-CheeseSubwayPizza HutKFCWendy’sBurger KingMcDonalds
RESTAURANTSRESTAURANTS
Campbell’s SoupSpaghettio’sTotinos Frozen Pizza RollsChef Boyardee PastaLunchablesKraft Macaroni & Cheese
PREPARED FOODSPREPARED FOODS
FritosBugle Corn SnacksLays Potato ChipsRufflesCheetosDoritosPringles
SALTY SNACKSSALTY SNACKS
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wonka.comhersheys.comwonderball.compepsi.comgushers.comwhymilk.comnutritioncamp.comgot-milk.comwendys.com (kids’ section)nesquik.comgotmilk.comus.mms.comnestlecrunch.comfunkyfaces.comtwinkies.comnabiscoworld.comfrootloops.comtopps.commysoup.comdrpepper.comtonythetiger.commypasta.comdoritos.comtonguetracks.commycoke.comdewbajablast.comthehollowtree.commountaindew.comdannon.comthecheesiest.commillsberry.comdanimalsxl.comsunnyd.comlunchables.comcuatmcdonalds.comsubway-kids.comluckycharmsfun.comchuckecheese.comstarburst.comlittledebbie.comchefboy.comsprite.comlifecereals.comcheetos.comsnickers.comkool-aid.comcaprisun.comsmuckers.comkidztown.comcapncrunch.comskittles.comkids.icecream.comcandystand.comsillyrabbit.millsberry.comkfc.com (kids’ section)butterfinger.comronald.comkelloggs.com/products/treats/index.htmlbubbletape.comquakeraday.com (family fun section)kelloggsfunktown.combubblegum.compringles.comkeebler.com/brand/onthegosnacksbk.com (kids’ section)postopia.comjuicyfruit.comapplejacks.compoptarts.comjuicyjuice.com (just for kids’ section)airheads.compopsicle.comjello.com7up.compfgoldfish.comhonbatz.com3musketeers.com
WEBSITES INCLUDED IN THE STUDYWEBSITES INCLUDED IN THE STUDY
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Live Internet Tour of Food Sites for KidsLive Internet Tour of Food Sites for Kids
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Overview of Key Findings
I. AdvergamesII. Additional Brand Exposures (beyond games)III. Customization of Visitor’s ExperienceIV. Marketing PartnershipsV. Extending the Online ExperienceVI. Educational ContentVII. Website Protections for Children
85% of the brands originally identified for study had a website targeting children or had content likely to be of
interest to them.
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I. ‘Advergames’
• 73% of study websites included games
• 546 total games*
• Mean = 7 games per site (range from 0 to 67)
• 97% of games included at least one “brand marker”– Brand Character– Brand Logo– Product– Package
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Advergames (cont.)
• In 64% of the games, a brand marker was prominent
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• Mechanisms to Encourage Repeat Play– “Play Again?” (71%)– Levels of Play (45%)– Recommendations (22%)– Leader Board (39%)
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II. Brand Exposures beyond the Games
• Brand Marks– Average of 2 different types of brand marks per
website page – Results reflect types not each occurrence
• Brand Benefit Claims– (e.g., taste, suggested use, fun, variety)
• 1500 explicit claims across sites• At least one claim made for 79% of study sample
• Nutrition Information and Claims
• Television Ads (or Video)– Appeared on 53% of study websites
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Nutrition Information• General Nutrition
Information (51%)– Nutrition Facts– Ingredient Lists– Allergens– etc.
• Nutrition Claims (44%)– 380 total claims– Vitamins & Minerals– Fat– Sugar– etc.
• Healthy Eating Advice (27%)
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Television Commercials (example)
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Television Commercials (example)
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III. Customization of Visitor’s Website Experience
• Website Membership or Registration• Viral Marketing
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Website Membership
• Membership encourages multiple website visits
• 25% of study websites offer membership to children (12 and under)– 13% require parent permission– 12% do not
• Provides access to special site features– Gaming enhancements– “Sneak peeks” at new brand content– Earn rewards– Customize “my” web space– etc.
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Website Membership (example)
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Website Membership (example)
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Viral Marketing• Encourages consumers
to communicate with one another about a brand
• 64% of study websites used email to stimulate W-O-M– E-cards– Game challenge– Invitation to website
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Viral Marketing (example)
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Viral Marketing (example)
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IV. Marketing Partnerships
• Collaborative Efforts with other Brands– Many potential benefits: exposure, positive brand
associations, message impact, cost sharing
• Media Tie-Ins (47% of sample)– Movies (31%)– Television Shows (25%)– Both (9%)
• Promotions and Sponsorships
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Movie Tie-In (example)
• M&Ms & Star Wars• Integrated Marketing Communications
– (e.g., screensavers, wallpapers, e-cards, themed packaging, TV ads, video, downloads)
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Marketing Partnerships (cont.)
• Promotions and Sponsorships (65%)– Sweepstakes or Contest (40%)– Premiums (31%)
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Marketing Partnerships (cont.)
• Sweepstakes or Contest (40%)
• Requires Parent Involvement– To Enter– To Claim Prize
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Marketing Partnerships (cont.)
• “Premiums”(31%)
• Items offered for free or at discounted price with brand purchase(s)
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V. Extending the Online Experience
• Brand “Extras”(76%)
• 70 Types– Desktop
Features– Brand
Reminders– Arts & Crafts– Games– Toys– Health &
Wellness– etc.
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Extending the Online Experience (cont.)
• Opportunities to Earn “Rewards”(39%)
• Collect– Points, UPCs or
codes– Package (38%)
• Earn (e.g.,)– Premiums– Customizable
Features– Downloads– New Games
• Direct Link between Website and Product Use
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VI. Educational Content
• Educational Information (35%)
• Topics (e.g.,)– History– Math– Sports– Web
Safety– Nutrition– Science
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Education (example)
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“Adver-cation” (example)
• Appeared on 33% of study websites • Blurs the line between advertising and education
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VII. Website Protections for Children
• Privacy Protections– Careful Screening (if needed)
• Explicit Information for Parents – Provided on 97% of study websites (e.g.,)
• Information Collected from Children (91%)• Specific Mention of COPPA (76%)• Specific Mention of CARU guidelines (47%)• Contact Link for Parents (87%)
• Ad Breaks– Provided on 18% of websites
• in Multiple Locations
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