Marketing Week has commissioned new research in to how children react to Marketing, revealing that they have a sophisticated awareness of brands and their “coolness” factor. Exclusive quantitative and qualitative research was commissioned to investigate the brand awareness of six to eleven year olds.
Perhaps unsurprisingly, kids were able to correctly match logos to well known brands (such as Coca-Cola, Pepsi, Nike and Disney). They also had strong opinions on other companies, particularly technology brands. These brands become more important as children get older and child focussed brands fall by the wayside. Favourite ads mentioned by kids included Cillit Bang, Webuyanycar and GoCompare (at least some one likes it!).
FMCG brands such as Frosties and Coco Pops were found to have a greater impact on the younger age ranges, and supermarket own brands were considered very “uncool”. Mum and Dad obviously aren’t employing the old trick of putting own brand cereal in a branded box – but would that work these days anyway?
Of course, peer pressure is still a major factor in deciding what’s cool, and celebrity endorsement is also a factor. As well as obvious choices such as Hannah Montana and Dr Who, other “favourite celebrities” included Simon Cowell – which really makes me fear for the country’s future!
Parents everywhere will also be overjoyed to hear that “pester power” doesn’t look likely to fade away, though what will take the place of Furbies, Power Rangers and Tracy Island in the future, we will have to wait and see…
Interestingly though, the research shows that many children were aware of the recent recession and the cutbacks this has forced on many families. Is this the first generation of children in many years to make more rational purchasing decisions – as they claim to be rediscovering old toys rather than always buying new ones?
