Foremost Fast Moving Consumer Goods
(FMCG) giant, Unilever, has said that it would be adopting new sets of
principles in the marketing and advertising of foods and beverage products that
are targeted at children.
Specifically, the company said, in
line with the new laid out principles which will take effect by end of year
2020, it would henceforth put a stop to marketing and advertising foods and
beverages to children under the age of 12 in the traditional media, and under
the age of 13 via the social media channels.
The company explained that its new
marketing advertising strategy was designed to help parents and caregivers
select foods, drinks and ice creams that are developed for children, pointing
out that its decision is based on a latest World Health Organisation
information record which named childhood obesity as one of the most serious
public health issues of the 21st century.
According to the manufacturer, the
move is with the objective to help parents, caregivers and kids make informed
choices about the foods and drinks that they buy, and to address the rise of
social media and the vast increase in principles on sales.
Furthermore, the company added it
would be limiting the use of cartoon characters under the new marketing
initiative, stressing that while some of the cartoon characters would still be
seen on some of its point-of-sale materials, they will only be used for
products with a specific nutritional profile.
It further disclosed that in
implementing the new marketing principle, its flagship Wall’s ice cream brand
would be used as lead platform for experimenting the initiative, using the
‘Responsibly Made for Kids’ campaign promise.
The promise is based on three basic
pillars that are designed to help parents and caregivers when choosing products
for their children. The pillars are, namely; Responsibly Communicated,
Responsibly Sold and Responsibly Developed.
The company said further that, in
line with the campaign promise, Wall’s kids’ ice creams will be Responsibly
Communicated, by which it means, shifting advertising focus to speak to parents
and caregivers, the people who should be the decision-makers when it comes to
their children having a treat.
Additionally, Wall’s kids’ ice
creams will be Responsibly Sold, and using this pillar, the company explained
that since it is believed that children under 12 will inevitably be exposed to
its products, it would introduce a “Responsibly Made for Kids” logo on its
point of sales communications, such as products packs and price card as this
will indicate to parents and caregivers which product are for children, and
they can make informed choices when buying the products.
The ice creams in Wall’s global
kids’ portfolio are Responsibly Developed. By reason of this
promise, the company informed that by the end of 2020, every ice cream in the
kids’ range will have no more than 110 calories and a maximum of 12g of sugar
per portion and it would be continuously working to further improve
upon this.
Speaking on the new initiative, Matt
Close, Executive Vice President, Global Ice Cream Category said: “We at Wall’s
believe that everyone deserves a little joyous treat from time to time and we
strive to offer something for everyone. Our promise is a genuine commitment to
making and marketing products to children responsibly. It is the promise of
better ice cream and healthier, happier children, both now and in the future.”
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