The Power of Brands

by TwinToddlersDad on March 28, 2010

McDonalds and Coca Cola are two powerful brands. Both kids and adults alike can recognize them and their products.

McDonalds tagline of “I’m Lovin’ It” and Coke’s “Open Happiness” seem to be permanently etched in our subconscious and their jingles resonate inside our heads all day long.

It was no surprise to me, personally, when I read that even 3 year olds can recognize brands and show a preference for them. Our twins are now able to spot a Starbucks or Panera Bread when we drive by them!

What was interesting, however, was the conclusion of this study that kids can also form strong opinions about them and the people who use them.

For example, 3-5 year olds in this study generally thought of fast food as fun, tasty and exciting! And they found soda brands as fun because bubbles are fun and lots of people like them. That is exactly how they are positioned.

Although, this shows how successful the food marketers have been, it is certainly a problem for many parents who are trying to encourage their kids to eat healthy.

Even though a lot of people are calling for restricting food advertising to kids, I have been thinking of a few ideas I am planning to write about in future posts. For now, I have a question for you -

How do you manage the influence of popular food brands on your kids?

I would love to hear from you. Please share a comment below.

Share and Enjoy:

Tagged as: Coke, Food Brands, Food Marketing, McDonalds

http://www.herbalwater.typepad.com/ Dr. Ayala

Great topic!

Since I think young kids are most impressionable, and have no ability to tell advertising and programming apart, I think our goal as parents is the exact opposite of the marketers goal: They want to get them while they’re young, and we want to keep them away from the ads and marketing material for as long as possible.

More practically, we, as a family, did not watch TV when our kids were young. The TV was never on.

When my kids were older we did the best we can to explain to them the persuasive intent of advertizing, marketing and branding. I’m still sure that they’re not immune to advertizing—no one is.
http://www.herbalwater.typepad.com/ Dr. Ayala

Great topic!

Since I think young kids are most impressionable, and have no ability to tell advertising and programming apart, I think our goal as parents is the exact opposite of the marketers goal: They want to get them while they’re young, and we want to keep them away from the ads and marketing material for as long as possible.

More practically, we, as a family, did not watch TV when our kids were young. The TV was never on.

When my kids were older we did the best we can to explain to them the persuasive intent of advertizing, marketing and branding. I’m still sure that they’re not immune to advertizing—no one is.
http://foodwithkidappeal.com jenna Food With Kid Appeal

that’s been my experience, too. we took my oldest to get icecream at a maggie moos right after I had my youngest so the big kid was just two. i was amazed the next time we drove past the icecream shop that he said ice cream, ice cream! 2 yr olds can recognize logos.

what do we do? 1) limit commercial TV especially kid oriented commercials and 2) talk about commercials when we watch them.

on the rare occasions that the our guys watch commercial television (like a big game) whenever the commercials come on my husband would say, what do you think they’re selling in this commercial? most of the time they can get it the product right even when they aren’t already familiar with the brand/product. we usually discuss that the commercial is trying to get us to want the product, but most of the time we don’t need it. we don’t have DVR, tivo so usually we mute the commercials on family tv night. the boys HATE this. they enjoy watching the commercials, sigh. thankfully they rarely have exposure to kids advertising, as the little commercial tv they watch is programming on network evenings or history/discovery channel with more adult commercial content.

stay tuned to a guest post from dr ayala on this topic on food with kid appeal later this week. i’m curious to know your thoughts to her article.
http://foodwithkidappeal.com jenna Food With Kid Appeal

that’s been my experience, too. we took my oldest to get icecream at a maggie moos right after I had my youngest so the big kid was just two. i was amazed the next time we drove past the icecream shop that he said ice cream, ice cream! 2 yr olds can recognize logos.

what do we do? 1) limit commercial TV especially kid oriented commercials and 2) talk about commercials when we watch them.

on the rare occasions that the our guys watch commercial television (like a big game) whenever the commercials come on my husband would say, what do you think they’re selling in this commercial? most of the time they can get it the product right even when they aren’t already familiar with the brand/product. we usually discuss that the commercial is trying to get us to want the product, but most of the time we don’t need it. we don’t have DVR, tivo so usually we mute the commercials on family tv night. the boys HATE this. they enjoy watching the commercials, sigh. thankfully they rarely have exposure to kids advertising, as the little commercial tv they watch is programming on network evenings or history/discovery channel with more adult commercial content.

stay tuned to a guest post from dr ayala on this topic on food with kid appeal later this week. i’m curious to know your thoughts to her article.
http://elisazied.com Elisa Zied

I try to limit the impact of branding when it comes to food on my two sons, 11-1/2 and almost 8, by explaining to them that most of the yummy foods they see on tv, for example, are not the healthiest….and that fruits and veggies and whole grains and other healthful foods are seldom mentioned or shown on tv despite the fact that they taste good and help our bodies be healthier. I try to educate them to want and choose more healthful foods and to think of fast food as occasional, once-in-a-while foods–and I always tell my kids what’s in it for them when they choose more healthful foods — feeling and being stronger, having more energy, and being able to focus better at school and do better on tests.

I want my kids to know that all foods can fit into a healthful diet, but that we should choose mostly healthful, unprocessed foods, limit portions of snack type foods that don’t come from the basic food groups, and be active every day to maximize our energy and feel the best we can. The best way I know how to teach my boys these lessons is by providing healthy foods to them, allowing BUT limiting portions of “treats” that are devoid of nutrients, and showing them that I eat healthfully and moderately and stay very active and vibrant–perhaps my example (and that of my husband–he’s a great role model for a healthy, fit life!) will help them grow into healthy kids!

We parents can’t singlehandedly fight big companies that push unhealthy food in tremendous portions, but one by one, we can teach them to be mindful of messages they get from the media. We can teach them more and more as they get older and are better able to understand marketing and media messages and in the meantime, always show them by example and inspire them to want to live a life and eat in a way that makes them feel well inside and out! :)
http://elisazied.com Elisa Zied

I try to limit the impact of branding when it comes to food on my two sons, 11-1/2 and almost 8, by explaining to them that most of the yummy foods they see on tv, for example, are not the healthiest….and that fruits and veggies and whole grains and other healthful foods are seldom mentioned or shown on tv despite the fact that they taste good and help our bodies be healthier. I try to educate them to want and choose more healthful foods and to think of fast food as occasional, once-in-a-while foods–and I always tell my kids what’s in it for them when they choose more healthful foods — feeling and being stronger, having more energy, and being able to focus better at school and do better on tests.

I want my kids to know that all foods can fit into a healthful diet, but that we should choose mostly healthful, unprocessed foods, limit portions of snack type foods that don’t come from the basic food groups, and be active every day to maximize our energy and feel the best we can. The best way I know how to teach my boys these lessons is by providing healthy foods to them, allowing BUT limiting portions of “treats” that are devoid of nutrients, and showing them that I eat healthfully and moderately and stay very active and vibrant–perhaps my example (and that of my husband–he’s a great role model for a healthy, fit life!) will help them grow into healthy kids!

We parents can’t singlehandedly fight big companies that push unhealthy food in tremendous portions, but one by one, we can teach them to be mindful of messages they get from the media. We can teach them more and more as they get older and are better able to understand marketing and media messages and in the meantime, always show them by example and inspire them to want to live a life and eat in a way that makes them feel well inside and out! :)
http://boogordoctor.com Russell Faust, the boogor doct

Thanks for raising the question.
We don’t have television, have cable only for internet connection, and our kids are enrolled in virtual, online school, sort of home-schooling system. And we generally don’t listen to commercial radio. We do watch kiddo videos form the library.

So our kids are not exposed to the usual strong-sell of kid media. Despite this, they somehow pick up branding messages, and they are brand aware. Amazing the things that come out of their mouths.

Even so, we are relatively successful in avoiding candies and other sweets, and they have the notion that a treat is a piece of fruit. It helps that we associate with like-minded geek families that avoid mainstream media (TV). That provides great support and consistency.
Thanks for your valuable contribution to the blogosphere!
http://boogordoctor.com Russell Faust, the boogor doctor

Thanks for raising the question.
We don’t have television, have cable only for internet connection, and our kids are enrolled in virtual, online school, sort of home-schooling system. And we generally don’t listen to commercial radio. We do watch kiddo videos form the library.

So our kids are not exposed to the usual strong-sell of kid media. Despite this, they somehow pick up branding messages, and they are brand aware. Amazing the things that come out of their mouths.

Even so, we are relatively successful in avoiding candies and other sweets, and they have the notion that a treat is a piece of fruit. It helps that we associate with like-minded geek families that avoid mainstream media (TV). That provides great support and consistency.
Thanks for your valuable contribution to the blogosphere!
http://www.PracticalNutritionByDietitian.com Nour El-Zibdeh

Great topic and discussion. My son is only 1.5 years old, and I haven’t done much talking and discussiong as the others who commented, YET. However, I think twice before I order a drink in restaurants or even at home. If I open that can of coke, my son wants it. So my point is, role modeling. If I don’t want him to be allured by something, I act on it first.

He also doesn’t watch TV yet. So since he doesn’t know Barney, or Sesame Street characters yet, he still doesn’t care for cereal with them on the box, or McDonald’s kids meal toy, or others. I know I can’t protect him forever, and I think it’s a great idea to discuss commercials and their purpose with our kids. Sooner or later, they will come across sales people and they need to spot when someone is selling them something they don’t need or not good for them.

But also my perspective in life is moderation. I’m definitely not a food police, strict dietitian, so if my kids want to enjoy ice-cream or a treat every now and then (not a daily dessert that they only get if they ate their veggies), I have no problem with it.
http://www.PracticalNutritionByDietitian.com Nour El-Zibdeh

Great topic and discussion. My son is only 1.5 years old, and I haven’t done much talking and discussiong as the others who commented, YET. However, I think twice before I order a drink in restaurants or even at home. If I open that can of coke, my son wants it. So my point is, role modeling. If I don’t want him to be allured by something, I act on it first.

He also doesn’t watch TV yet. So since he doesn’t know Barney, or Sesame Street characters yet, he still doesn’t care for cereal with them on the box, or McDonald’s kids meal toy, or others. I know I can’t protect him forever, and I think it’s a great idea to discuss commercials and their purpose with our kids. Sooner or later, they will come across sales people and they need to spot when someone is selling them something they don’t need or not good for them.

But also my perspective in life is moderation. I’m definitely not a food police, strict dietitian, so if my kids want to enjoy ice-cream or a treat every now and then (not a daily dessert that they only get if they ate their veggies), I have no problem with it.
Jennifer Colby

Great, great article. This is a tough one! I just try to keep my babies (19 mos and 3) away from television programs containing commercials. We watch movies or DVR our favorite programs for our bedtime routine wind-down. With the DVR, you can skip through commercials. I also try my VERY best to never have soda or candy in the house…if I want a Coke, for example, I drink it while at the office or while out running errands without kids. They immediately want a drink if they see someone else with a Coke, Sprite, etc.
Jennifer Colby

Great, great article. This is a tough one! I just try to keep my babies (19 mos and 3) away from television programs containing commercials. We watch movies or DVR our favorite programs for our bedtime routine wind-down. With the DVR, you can skip through commercials. I also try my VERY best to never have soda or candy in the house…if I want a Coke, for example, I drink it while at the office or while out running errands without kids. They immediately want a drink if they see someone else with a Coke, Sprite, etc.
http://www.justtherightbyte.com Jill Castle

The media machine is a strong animal, and attractive. I happen to have first-hand knowledge of advertising and marketing, as my husband has a life-ling career in the industry…thankfully, not in the food area. I do know how this machine works…it knows its target market extremely well, and is abreast of current trends, etc.
I do have an appreciation for advertising, and am always amazed at how they do it…as someone said earlier, their 3 year old recognizes brand names! But, that is what advertising and marketing aims to do–accomplish brand recognition—so then they can sell.
In our home, “the sanctuary for healthy eating”, we minimize TV, print media to the weekends, and for a limited time. In addition to that, I don’t buy “j-u-n-k”, so I keep our home nutritious and healthy. I relax about what is on the outside, because I know what they are getting on the inside (home). That being said, my children (13, 11, 10, 8 yrs) absolutely ask for what their peers are eating, and what they see on the limited TV they watch–but I generally don’t buy it. And if I do, it has to be pretty spectacular to make the weekly grocery list! So, I guess I have the last word–as the gatekeeper, nutritionist mom that I am.
http://www.justtherightbyte.com Jill Castle

The media machine is a strong animal, and attractive. I happen to have first-hand knowledge of advertising and marketing, as my husband has a life-ling career in the industry…thankfully, not in the food area. I do know how this machine works…it knows its target market extremely well, and is abreast of current trends, etc.
I do have an appreciation for advertising, and am always amazed at how they do it…as someone said earlier, their 3 year old recognizes brand names! But, that is what advertising and marketing aims to do–accomplish brand recognition—so then they can sell.
In our home, “the sanctuary for healthy eating”, we minimize TV, print media to the weekends, and for a limited time. In addition to that, I don’t buy “j-u-n-k”, so I keep our home nutritious and healthy. I relax about what is on the outside, because I know what they are getting on the inside (home). That being said, my children (13, 11, 10, 8 yrs) absolutely ask for what their peers are eating, and what they see on the limited TV they watch–but I generally don’t buy it. And if I do, it has to be pretty spectacular to make the weekly grocery list! So, I guess I have the last word–as the gatekeeper, nutritionist mom that I am.
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http://www.mealmakeovermoms.com/kitchen Liz – Meal Makeover Mom

In our family, we don’t eat fast food. It’s not a hard-fast rule but rather a habit. I often tell my boys (ages 11 and 14) that I don’t want to spend our family’s money supporting fast food restaurants because I don’t support the way they prepare most of their foods or the way the source their ingredients. I explain how we have the power because we get to decide where we want to spend our money. My boys never ask to eat fast food nor do they feel like they’re missing out. It’s simply not in their universe.
http://www.mealmakeovermoms.com/kitchen Liz – Meal Makeover Mom

In our family, we don’t eat fast food. It’s not a hard-fast rule but rather a habit. I often tell my boys (ages 11 and 14) that I don’t want to spend our family’s money supporting fast food restaurants because I don’t support the way they prepare most of their foods or the way the source their ingredients. I explain how we have the power because we get to decide where we want to spend our money. My boys never ask to eat fast food nor do they feel like they’re missing out. It’s simply not in their universe.