BREADS & PASTRIES Kellogg's Pop Tarts Eggo Waffles Little Debbie Cakes Hostess Baked Goods Rice Krispy Treats
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2 BREADS & PASTRIES Kellogg's Pop Tarts Eggo Waffles Little Debbie Cakes Hostess Baked Goods Rice Krispy Treats CANDY & GUM Snickers M&Ms Reese s Cups & Sticks Kit Kat Skittles Life Savers & Crème Savers Hershey s Kisses Starburst 3 Musketeers Hershey Bar Milky Way Butterfinger Wonka Candy Nestle Crunch Twizzlers Air Heads Ring Pops Nestle Wonderball Topps Push Pops Wrigley s Juicy Fruit Gum Ice Breakers Gum Bubble Tape Bubble Gum CEREALS Cheerios Frosted Flakes Pebbles Captain Crunch Honeycomb Froot Loops Cinnamon Toast Crunch Apple Jacks Reese s Peanut Butter Puffs Trix Life Cereal Lucky Charms Cocoa Puffs Kix COOKIES & CRACKERS Oreo Cookies Ritz Crackers & Bits Pepperidge Farm Goldfish Chips Ahoy Cheez-It Teddy Grahams Cheese Nips Chips Deluxe ICE CREAM Popsicle Nestle Cones and Pops DRINKS Coca-Cola Pepsi Sprite Mountain Dew 7 Up Dr. Pepper Kool-Aid Sunny Delight Fruit Drinks Capri Sun Fruit Drinks Tang Juicy Juice Hi-C Fruit Juices & Drinks Nestle Nesquik Milk & Drink Mix Milk PEANUT BUTTER & JELLY Jif Peanut Butter Smuckers Jams & Jellies PREPARED FOODS Kraft Macaroni & Cheese Lunchables Chef Boyardee Pasta Totinos Frozen Pizza Rolls Spaghettio s Campbell s Soup OTHER SNACKS Fruit Rollups Fruit By The Foot Gushers Fruit Snack Quaker Chewy Granola Bars General Mills Milk & Cereal Bars Trix Yogurt Yoplait Go-Gurt Yogurt Dannon Danimals Jell-O Gelatin & Pudding Snacks RESTAURANTS McDonalds Burger King Wendy s KFC Pizza Hut Subway Chuck E-Cheese SALTY SNACKS Pringles Doritos Cheetos Ruffles Lays Potato Chips Bugle Corn Snacks Fritos
3 3musketeers.com 7up.com airheads.com applejacks.com bk.com (kids section) bubblegum.com bubbletape.com butterfinger.com candystand.com capncrunch.com caprisun.com cheetos.com chefboy.com chuckecheese.com cuatmcdonalds.com danimalsxl.com dannon.com dewbajablast.com doritos.com drpepper.com frootloops.com funkyfaces.com gotmilk.com got-milk.com gushers.com hersheys.com WEBSITES INCLUDED IN THE STUDY honbatz.com pfgoldfish.com jello.com popsicle.com juicyjuice.com (just for kids section) poptarts.com juicyfruit.com postopia.com keebler.com/brand/onthegosnacks pringles.com kelloggsfunktown.com quakeraday.com (family fun section) kelloggs.com/products/treats/index.html ronald.com kfc.com (kids section) sillyrabbit.millsberry.com kids.icecream.com skittles.com kidztown.com smuckers.com kool-aid.com snickers.com lifecereals.com sprite.com littledebbie.com starburst.com luckycharmsfun.com subway-kids.com lunchables.com sunnyd.com millsberry.com thecheesiest.com mountaindew.com thehollowtree.com mycoke.com tonguetracks.com mypasta.com tonythetiger.com mysoup.com topps.com nabiscoworld.com twinkies.com nestlecrunch.com us.mms.com nesquik.com wendys.com (kids section) nutritioncamp.com whymilk.com pepsi.com wonderball.com wonka.com
4 Live Internet Tour of Food Sites for Kids
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6 Overview of Key Findings 85% of the brands originally identified for study had a website targeting children or had content likely to be of interest to them. I. Advergames II. Additional Brand Exposures (beyond games) III. Customization of Visitor s Experience IV. Marketing Partnerships V. Extending the Online Experience VI. Educational Content VII. Website Protections for Children
7 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
8 Advergames (cont.) In 64% of the games, a brand marker was prominent
9 Mechanisms to Encourage Repeat Play Play Again? (71%) Levels of Play (45%) Recommendations (22%) Leader Board (39%)
10 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
11 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%)
12 Television Commercials (example)
13 Television Commercials (example)
14 III. Customization of Visitor s Website Experience Website Membership or Registration Viral Marketing
15 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.
16 Website Membership (example)
17 Website Membership (example)
18 Encourages consumers to communicate with one another about a brand Viral Marketing 64% of study websites used to stimulate W-O-M E-cards Game challenge Invitation to website
19 Viral Marketing (example)
20 Viral Marketing (example)
21 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
22 Movie Tie-In (example) M&Ms & Star Wars Integrated Marketing Communications (e.g., screensavers, wallpapers, e-cards, themed packaging, TV ads, video, downloads)
23 Marketing Partnerships (cont.) Promotions and Sponsorships (65%) Sweepstakes or Contest (40%) Premiums (31%)
24 Marketing Partnerships (cont.) Sweepstakes or Contest (40%) Requires Parent Involvement To Enter To Claim Prize
25 Marketing Partnerships (cont.) Premiums (31%) Items offered for free or at discounted price with brand purchase(s)
26 Brand Extras (76%) 70 Types Desktop Features Brand Reminders Arts & Crafts Games Toys Health & Wellness etc. V. Extending the Online Experience
27 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
28 VI. Educational Content Educational Information (35%) Topics (e.g.,) History Math Sports Web Safety Nutrition Science
29 Education (example)
30 Adver-cation (example) Appeared on 33% of study websites Blurs the line between advertising and education
31 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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EACH 2, OZ. Acceptable Brands: AUSTIN, KEEBLER Brand:
Page No 1 501 BREAD STICKS, IW, 2 PACK EACH 27,600 300 BREAD STICKS, IW, 2 PACK Acceptable Brands: ANGONOA, BEST QUALITY Brand: 372 BROWNIE,.89 OZ, 90 CALORIES EACH 4,032 72 90 CAL FUDGE BROWNIE, 5 GM
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