Kraft Foods announced a welcome development. That it was looking to shift its advertising spend from directly targeting six-to-eleven year olds in pursuit of the ‘nag factor’ to sell products like Oreos and several child-orientated cereals. In addition, it was looking to roll out a flagging system to point out healthier items in their range.
The nag factor methodology of marketing to children in a cynical way was highlighted in The Corporation, a documentary about damaging behaviours of corporate organisations. You can see Kraft’s press release here, Analysis from Netimperative about the impact to marketers here. Not-for-profit online outfit I Know is looking to highlight the impact of nag factor advertising when it is scheduled to launch next month.Now all they need to do is completely revamp their Dairylea product range, strip ou the fat and put some nutritional value in there.