VERBATIMS |
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Which brands do you admire
most as marketers to kids and why? |
| Lego because they always market in an educational context. |
| NIckelodeon--they're smart and they treat kids with respect; their humor hits on many levels; they really know kids. |
| Nickelodeon - hands down |
| fisher price, lego, discoveru channel kids |
| Lego, innovative products have lead their core product, blocks, back in popularity Quiksilver/Roxy Girl. They succeed in making themselves: cool |
| Those brands that provide truly educational opportunities to kids while selling the product. (as opposed to the food brands that hide behind a supposedly-educational product; i.e., Cheerios or M&M counting books). |
| I would have to say the Sunny D commercials - they are totally kid influenced. |
| Some major toy brands in Italy have been playing a role of incresaing importance in communicating products features with much care and fairness, keeping in mind kids sensitivity , targets' differentiation and differente values. I have worked in one of these companies and I know what accuracy has been used. Don't ask me what Company. Internationally, I believe Disney is still unreachable. |
| Nintendo They stick to their core market of producing games that appeal to the child in all of us, thus bridging the gap between what parents understand and see as appropriate for kids and exciting the kids themselves. |
| Nickelodeon - good, clean fun! |
| lucas |
| brands that promote strong education/reading values as well as nutrition |
| Nickleodium |
| Crayola, Toys R Us, Disney (markets to parents but with clear kid hook) |
| Cheerios and all General Mills' brands. Nestle. Whole Foods Markets. Target Corporation. |
| na |
| Nickelodian---because they really make a kids world and build their advertising around it. |
| most cereal brands and beverage brands like Nesquik and ovaltine. |
| Disney - wholesomeness Nickelodean - educational entertainment |
| Apple-It's a kid friendly product and they do a good job of promoting learning to kids. |
| Limited Too Pepsi |
| Lego Sesame Street (property & show) Cartoon Network Nickelodeon |
| I don't admire any. I think almost all abdicate any sense of responsibility in society's role in raising good, responsible, caring children. |
| Nickelodeon - good licensing, partnerships, etc. |
| Mostly I think it's the category of DARE, no smoking etc. They really show they care about kids' welfare, everyone else is trying to sell them something that is not necessarily good for them |
| Tony Hawk & the Boom Boom HuckJam - by far the best event that targets tweens across the country. Exciting, responsible and includes the hero's of todays kids |
| American Girl Dehlia |
| Ollie Pop Bubble Gum Co. because they are marketing to kids in an unobtrusive and acceptable manner. They give kids what kids want, what kids ask for, without "selling" to them. Plus, they make it FUN! |
| Parker Bros. - they understand the importance of family and playing games together. |
| It varies, some of the recent Coca-cola ads have been good. And movies such as Spy Kids tend to send positive message, it really has to do with what images they choose to entice kids. |
| McDonald's |
| Gap Kids. They seem to send ads to places where parents will see them too. |
| Fisher-Price, their advertising is always directed at mom's versus kids |
| Highlights for Children, it has strict policy against marketing to kids. |
| None come to mind. |
| Gap, Trendy but not exploitive. |
| Willy Wonka Candy----nice products marketed in a kids fun environment w/o reference to "tough guys" or "sexy " stuff. |
| Brands which are extension of solid programming such Nora the Explorer or blues clues. |
| Scholastic...they keep it fun and educational...long shelf life properties...respect kids Also PBS and HBO Family--head and shoulders above the rest in entertainment quality |
| McDonalds |
| Cartoon Network - they totally understand and celebrate what is most important and relevant about their brand. Plus, their work is stellar. |
| McDonalds Hasbro Old Navy |
| PBS Kids, Nickelodeon -- good products, strong results in my kids. |
| Gap - treated kids as a separate target worthy of respect like adults |
| Scholastic Entertainment - Clifford - educational and wholesome Buster Brown - quality footwear, wholesome Barbie- fun, I-can-do-anything image for young girls |
| Time for Kids magazine - shows responsibility and good judgement in materials Kraft and Quaker (food/beverages) - are both able to relate products to usage without being too "trendy" or "wannabe cool" in their advertising Hasbro Scholastic Random House |
| toys r us nickelodeon disney |
| Non-profits. Most seem to be sending messages for the good of the kid. |
| Nickelodeon. They talk "to" kids, not "at" them, or down to them. The message they send to kids is "we know you're smart, we know we can't fool you, so here's what we've got. Tell us what you think" |
| Nike |
| Nickelodeon -- It is what it is, straightforward and unadulterated programming, entertainment and activities for kids. It doesn't pretend to be something else. It's all about fun, fantasy and frills -- what kids love! Gatorade -- ads in which real-life sports stars knock on a kid's door and want to come play with let's call him "Jimmy." Funny, entertaining and uplifting. |
| Scholastic -- cheap books through schools LeapFrog -- smart is cool |
| Danone. Because they have find a way to turn healthy food into funny snacks. |
| I admire marketers which provide a value to fill an existing need, and disagree with marketers creating new needs. Fads will always exist, but vending machines in schools are crossing lines. |
| Sony Sports Illustrated for Kids g.l.o.w., Girls Leading Our World |
| MTV Nickelodeon- they are just right on the pulse with Sponge Bob and others right now. Crayola- Fantastic branded website that gives something for everyone- kids, educators, parents. Clearly well planned and executed website. They also seem to have no problem getting retail placement. Some of the craft chains have developed a nice nitche. Target has done a good job merchandising for kids and developing unique prodcuts. Kids love to shop there. |
| Kellogg's - they do innovative marketing and aren't afraid to try new venues and ideas. |
| Toys R Us - great ads. |
| Nickelodeon: they have great "products", their shows are high quality, they are smart, witty, relevant, and they seem to respect kids' level of intelligence and humor. |
| PBS -- they seem to know what kids are interested in, but they don't play to their insecurities or instill a desire to inappropriately behave like a grownup. They also select good spokespersons/role models. |
| Nickelodeon -- involving, but not shoving too much junk at kids |
| Nickelodeon |
| Playschool Playmobil Lego All seem to market truth aka about their product and don't get trapped in misleading the marketplace |
| Disney-because they don't just target kids but families Wal-Mart-make it okay for kids to wear clothes from Wal-Mart because show teens liking the clothes and younger kids aspire up |
| Trojan condoms - they take a frank and entertaining approach to a subject/category than many feel uncomfortable talking about, yet MUST be addressed. |
| General Mills/Sunny Delight-at least trying to say the product are good/healthier alternatives to other products in the category |
| Gap - shows the product in a charming manner and many times n a fmaily situation |
| I don't believe we should advertise to children below a certain age at all. |
| Nick Jr. - their promos aren't just about marketing, but contain lessons and educational material. They show a wide range of races of children. And I appreciate the relatively low-key nature of the material. Fisher Price - again, what I like about them is it's not a hard sell. They show kids having fun with the toys in a (relatively) low-key way that puts the toys and the imaginative play in the spotlight. |
| truth How can you not? They've set the bar on youth marketing. |
| borders, carvel, friendlies, stride rite |
| Nickelodeon--constantly evolving and maintaining kids interest in a positive and highly involving manner |
| Huggies - |
| what the Matrix is doing now with it's use of alternate content and viral attempts to reach teen consumers is admirable. The buzz has turned into a roar for must see! And notice how actual advertising has not even begun |
| Stores or products that combine education with marketing a product or service -- Classroom Connect quests (AmericaQuest, AustraliaQuest, etc.), to some extent American Girl dolls, the Discovery Channel stories, "The Trush" Anti-Tobacco |
| Nickelodean, Disney, - Kids programming influences my kids purchasing behavior greatly. From video games, to toys, to movies. These channels are viewed by my kids at least 4-5 hours continuously. |
| Pepsi -- upbeat Nike - inspiring |
| L.L.Kids....company's integrity....low-key/no-key approach |
| Disney Noggin Nickelodeon |
| Disney -- taste, creativity, experience, wholesomeness |
| Nintendo |
| FAO Schwartz |
| American Girl...books, dolls, magazine....everything they do is so well focused on creating an enriching and fun experience for the girls they target. And the parents can feel good about the educational content and admire the product quality. Scholastic Publishing for Harry Potter book launches.Using PR and retail events to drive a craze. |
| Stonyfield Farms - high quality, honest marketer. "Yo Baby" is creative and great for babies and toddlers Disney -appeals to the kids by reinventing itself with new animated features and at the same time keeps its classic characters fresh with the kids but nostalgically hooks the parents at the same time. |
| Sony playstation: creating a community on their terms. Disney: commercially and ethically great Southpark: "they get it" |
| 'RASANA' The Indian Beverage Brand. Cadbuy's Bournvita. |
| 2 of them. Boost Mobile - they use humor in the ads that are not offensive. Also providing key selling points their product that is useful and much needed to kids. Second brand is Roxy clothing. They sell a lifestyle that every girl wants to be. It's a model that is simple but very effective and profitable for parent company Quiksilver |
| Abercrombie & Fitch - stimulation of imagination |
| Old Navy -- they don't beat you over the head with their ads. |
| eastpack, because they are around for years now! Vans, because they are around for years now! Nokia, they got it right, they knew how to hook up the kids (logo's,...) |
| Snickers, M&M - Hits the bulls eye, they have the pulse McDonalds - They know how to bring kids in and wanting more Happy Meals Coke - It's all about branding, product availability, the coke experience |
| Mattell. Understand limitations of children's grasp of reality while keeping messaging motivating Leggo: don't try to overpromise. Let product sell bennifit |
| Nickelodeon They respect kids and talk to them about pertinent issues it is not all trash |
| Scholastic has been able to provide a quality product while building individual brands through licensing, etc., yet maintain a fairly responsible attitude and not "overly commercial" personality. Harry Potter and now Lemony Snicket are as successful and brands can be, driven first and foremost through product quality. This is probably true for the book publishing industry in general. |
| Nikelodeon They respect kids and talk to them as intelligent, thinking beings. |
| Nickelodeon--Nickelodeon, specifically Nick Jr., offers great, fun, educational programming and the toys and products associated with the programs are educational and of high quality. In many cases, they teach diversity, compassion, understanding and the importance of social responsibility. In addition, the programming makes kids feel good about themselves and their abilities...."Hey, mom, I'm really smart!" |
| Nickelodeon, |
| DisneyÐprovides children with wholesome mythic themes. |
| Nickolodean: Still age-appropriate! |
| Nickelodean, fun unpretentious |
| American Girl - Are focused on providing imagination fulfillment and broadening of girls' experiences beyond the traditional dressing and accessories of classic toy lines. |
| TV networks like PBS, Knowlegde Network because t hey don't allow advertising during programing targeted at kids under 5. |
| KELLOGS. THEY ARE FOUCUS IN HEALTH |
| Pepsi - new program encouraging kids to be active called Get Out There and Play |
| Skittles by M&M Mars because they take more of a "feel good" positive approach to marketing to kids. Food companies like Pepsi that do not typically use sex to sell their products to tweens and teens, but more of a "Feel good about" and "Express Yourself" |
| Anti-smoking campaign Partnership for a Drug Free America Mt. Dew Apple SONY |
| Children's Television workshop |
| Pleasant Company - American Girl, Delia's |
| Lego, Crayola, Leapfrog |
| Barbie-- she takes a lot of abuse, but she is still an aspirational figure for girls Nickelodeon-- because they talk to kids on their level |
| Nike, Disney, Big Idea Productions, Scholastic... |
| Coke: As an example of multiple products and product lines. I like their emphasis on personal responsibility. |
| Scholastic Publishing - Making reading and learning fun is what responsible markeing is all about. Making kids want to learn. |
| Scholastic Publishing - Making reading and learning fun is what responsible markeing is all about. Making kids want to learn. |
| Nike for their Just Do It campaign |
| Daisy airguns |
| Sony because they are innovative and clever. |
| Nickelodeon (OK not always a consumer brand, but they do sell products and seem to show respect for kids) |
| Disney. They talk directly to kids in language that is relevant to them and appear to exercise a true understanding of age appropriate dynamics in their communications. Also, they appear less engaged in the insidious practice of talking to kids purely as a means of getting to those kids' parents |
| coca-cola, pepsi, promotional events allowing kids to do things they would not otherwise be able to do as well as having liquid refreshment while doing the promtional event. |
| Disney- generally wholesome, no real negatives |
| Hasbro Mattel |
| Oxy - straight up realistic promise of efficacy |
| nickelodeon - always kid friendly and appropriate |
| Just starting to do it - automotive manufacturers. Why - thinking longer term Right on the edge of it - specialty toy manufacturers/trendy consumer goods companies like Razor, etc. Why - very progressive guerilla tactics - outside of the boundaries of traditional advertising. Breaking ground Very entrenched in it, and more "traditional" - coke, pepsi, frito lay, ATT. Why - using good rounded tactics, including product placement, b-cast advertising, and print. Nice target extension f |
| Kraft |