Valentines certainly appear innocent enough. But will manipulating an image of a Gatorade cooler really entice kids to drink more of the colorful stuff?
According to studies, the answer is yes. Marketing junk food to kids is proven to be effective at increasing a child’s preference and consumption of advertised foods.
Many things make children susceptible to advertising, including peer pressure. How can a brand use peer pressure? In 2007, Mountain Dew launched its DEWmocracy campaign, in which people played an online game to create a new soda flavor. In the next phase, participants were encouraged to recruit others to vote for their favorite flavor finalist. Not long after the campaign, a marketing trade publication ranked Mountain Dew No. 1 on tweens’ list of “Newest Beverages” they had tried.