Research - Marketing to Children

Initial Speculations - SZ

product placement of the water in this vending machine located at Queensgate shopping mall, surprisingly has water in the eye line of small children. Although small children are more driven by colour. Ideally, water would be on the fanta or diet coke level.

Summary of Key Points - SZ

Branding to Attract Kids and Parents by Sarah Smith &

How to Market a Product Kids Will Love and Parents Will

Choosing Healthy Drinks for Your Kids

• Make it fun. Kids drink more milk when it comes in cute containers, says Spano. At home, a silly straw or fun glass may make milk more appealing.

Influence bottle shape or packaging look “cute”, something with a straw

• Setting a good example is also important. “Moms who drink milk have daughters who drink more milk,” she says.

It needs to be something parents can enjoy too

• Certain juices that are 100 percent juice, like Concord grape or calcium- and vitamin D-fortified orange juice, are healthy drinks, says Spano. But she frowns on apple juice, saying it has no real nutritional benefits.

Apple Juice is something to stare clear of

• Kids like juice because it tastes good, but you should limit how much of it your kids drink. Here are guidelines from the American Academy of Pediatrics (AAP):

No more than 6 ounces a day for kids ages 1 through 6

No more than 12 ounces a day (two servings) for kids ages 7 through 18

Darren Powell: Children to become critical consumers

McDonald's, for instance, sponsors numerous sports events, provides meal vouchers at junior football games. It also now advertises ''healthy'' products to children, such as wraps, sliced apples and bottled water, obviously the three most popular choices for a Happy Meal.

Although on the surface it looks like corporations are promoting healthy lifestyles and health products, at the same time they are stealthily creating and profiting from a new market: advertising ''health'' to children.

Rather than being shaped by culture, biological needs or family income, children's

choices are increasingly being guided by mascots, cartoon characters, product

placement, free toys, free educational resources, sponsorship, philanthropy, and the promise of a fit, non-fat, socially acceptable body.

Flavored Waters — Good Alternative to Other Kids’ Drinks?

By Karen Appold
Today’s Dietitian
Vol. 13 No. 8 P. 22

August 2011 Issue

parents and caregivers provide food and drink to children, “If they offer water as the main option when kids are thirsty, then they will drink it. If soda or sugary fruit drinks are on hand, then kids willreach for them first,” Krieger says.

“Learning to like plain water is similar to learning to like other healthy food products—some kids need more exposure before accepting it,” adds Johnson.

A colorful stainless steel water bottle may entice a child

Many kids prefer the taste of ice cold water over cool water. Plain water can be jazzed up by adding orange, lime, or lemon slices; sprigs of mint; or ice cubes made of 100% fruit juice. Unsweetened teas containing fruit bits in the bag are yet another option, Krieger suggests.

“Flavored water is an OK choice for kids sometimes, but it really should not be their main source of water,” Johnson says. “It is similar to plain fruit vs. sweetened fruit.

Taste matters

Flavored water appeals to parents looking to offer their kids less soda. Kids will drink more because of its sweet flavor

All flavored waters are sweetened with some type of sugar (eg, high fructose corn syrup, cane sugar, agave syrup) or with an artificial sweetener (eg, sucralose, aspartame). Regardless of the name, any type of sugar is about 4 kcal/g and lacks significant nutrition.

the best way to flavor water without artificial sweeteners is with fruit.

Some flavored waters contain artificial colors. Parents should avoid ones that contain added ingredients such as caffeine, vitamins, or herbal ingredients and in particular, be wary of excessive vitamin B6

flavored water should be sodium free or contain less than 30 mg.

The main benefit of flavored waters is fewer added calories from sugar.

If the water is sweetened with an artificial sweetener, it will contain fewer calories than a regular soda but the same as a diet soda,

“Consuming sugary drinks typically make children want to drink more of them,”

How to Successfully Market a Beverage to a Child - SZ

Kids' Drinks

Summary

Parent Interviews - SZ

From speaking to a few parents and caregivers I conclude:

• Parents would not buy a drink in a glass bottle for risk of breakage
• Parents want something that is resealable and reusable
• Parents want a product their children will enjoy
• Boys like anything camo
• Not all children like fizzy because the bubbles get in their nose
• Most children do like fizzy because it adds another layer to the experience
• Parents are definitely keen on a healthy water product for their children
• Some children do like water
• Most children would drink water if they didn't know it was water i.e packaged to not see the water and tasty
• Perhaps different packaging for boys and girls or different age groups