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 Risk of the advertising of High Fat,
Sugar & Salt(HFSS) foods to children
directly

 Design of product packaging are not

attractive enough

 No innovation on packaging for a long

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iontainer for product, encompassing
physical appearance of packaging-
color, design, shape, labeling

 Also consider as integral part of 4P·s

 In marketing aspect- attract &

encourage potential customer

 As silent salesman(physical &

psychological function)
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s to e customes, bues, spenes,
shoppes, consumesµ (McNel 1992).

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å iartoons- SpongeBob, Shrek, Disney character
å Sportsmen
å Actors
å children of their own age group- friends/ child
actor
 Based on children·s perception, food is a
combination of food and fun= ¶eatertainment·
 Eg- offers of free gifts such as free toys,
stickers, trading cards and children·s licensed
characters and movie tie-ins inside packages of
foods or on food packaging
 Fun product designs incorporates interactive
play value, often incorporating:
å unusual shapes
å Textures
å iolors
å tastes and smells
å characters printed directly onto the food
 ihildren·s lower abilities to process info- are
likely to assess products &packaging mainly on
a visual level- attractive visual imagery,
recognisable characters, colour and design to
ensure their product stands out to children.

 ihildren were definitely attracted by ¶¶nice

looking·· packaging

 Many parents buy appealing food items so that

they can be assured that their child will eat it
and unnecessary waste to be avoided.
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 color is also an important element in
choice of food

 brightly colored packages attracts

their eyes and makes the product
seem more fun and exciting

 34 % of sales in the food category are

driven by children nagging
 Family communication - more open and democratic,
today parents pay more attention to their children
and their opinions
 Excessive spending to show love
 ihildren·s active and passive attempts to achieve
parents· permission to participate in family
decision-making
 Passive influence (indirect influence)- parents
aware of what child wants and try to comply
without direct interaction with the child.
 Active influence (direct influence)- child interacts
with parents by using various influence strategies
to achieve what he or she wants

 VIDEO