Playful Branding

Food and beverage brands target kids through more approachable messaging

Implications - Moving beyond fun aesthetics, brands are looking to target younger consumers through utilizing language and references that kids can better connect with. Willing to take risks with messaging tactics, those in the food and beverage space are experimenting with product names and descriptions to reference everything from cartoon characters to nostalgic experiences of childhood. Such tailored branding and packaging not only speaks to the need to customize products to various consumer groups, but a need to better utilize language and communication to connect with buyers, even kids.

Workshop Question - In what ways can you better connect with different consumer segments, like kids? How can you better communicate with them?
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29,482 Total Clicks
Sep 18 - Jun 19
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Featured Examples
Kid-Friendly Fiber-Infused Water - 'hellowaterkids' Shares Flavored, No-Sugar Beverages for Youth
SCORE 5.3
This Year and Warm 533 Clicks Pub: Sep 24, 18
Kid-Friendly Fiber-Infused Water
'hellowaterkids' Shares Flavored, No-Sugar Beverages for Youth
At this year’s Natural Products Expo East, hellowater unveiled its all-new hellowaterkids range with a trio of hydrating, fiber-infused water beverages specifically targeted at young ones.... [More]
Kid-Friendly Veggie Dips - Kraft Created 'Salad Frosting' to Get Kids to Eat More Vegetables
SCORE 6.6
This Week and Warm 163 Clicks Pub: Jun 11, 19
Kid-Friendly Veggie Dips
Kraft Created 'Salad Frosting' to Get Kids to Eat More Vegetables
It’s no secret that a lot of kids turn their nose up at vegetables, which is why Kraft just debuted a kid-friendly veggie topper called ‘Salad Frosting.’ While not actually frosting,... [More]
Kid-Friendly Organic Juice Punches - Apple & Eve's Shelf-Stable Juices Belong in Kid's Lunchboxes
SCORE 5.5
This Year and Warm 572 Clicks Pub: Dec 4, 18
Kid-Friendly Organic Juice Punches
Apple & Eve's Shelf-Stable Juices Belong in Kid's Lunchboxes
Apple & Eve’s Organic Juice Punch is targeted at a younger demographic. Cheerfully dubbed ‘Elmo’s Punch,’ the tasty beverage comes in 125 mL boxes that are adorned with... [More]
Kid-Friendly Noodle Cups - The New Kabuto Kids Noodles are Perfected for Smaller Tastebuds
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This Year and Mild 116 Clicks Pub: Mar 5, 19
Kid-Friendly Noodle Cups
The New Kabuto Kids Noodles are Perfected for Smaller Tastebuds
Instant noodles are a favorite of many consumers around the world but often feature a bold flavor that is quite strong for younger consumers to handle, so the Kabuto Kids Noodles have been created... [More]
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