Supermarket Tale

This evening I went to do some shopping at local supermarket. While I was reaching for Innocent smoothie, my attention was caught by two lovely kids, girl and boy (around 3 - 5 years old) and their mum. (I couldn't help to follow them). The little girl was dragging a basket, it was packed with healthy and ecological food. It was mum's choice and children has different meaning on what they would like to eat. It was fascinating to observe the children's behavior  and their brands awareness. They knew exactly what products they wanted, they screened shelves in search for the brands. Both boy and girl were placing diverse products in the basket and the mother with smile on her lips, kept on removing them and explaining to kids it's not for them. The girl was standing with Danonino yogurt, looked at her mother with big eyes and tried to convince her mum that this tastes very good and they have to buy it, while the boy tried to smuggle Cheerios in the basket. They didn't give up easily and all the way to checkout they tried to smuggle something in the basket.

The kids' brand awareness is very big, interesting enough all the products those kids wanted are advertised - primarily on TV. The advertising has a huge effect on kids as they aren't able to filter information they receive. We need to be careful when communicating to children as influence we can have on them can be tremendous and not everyone of them has such are unbreakable parent, who don't melt when seeing the little angel with big blue and honest eyes having a serious brand pitch.

***UPDATE***

and here is the link to the post about the power of branding amongst children.

Tags: advertising, children, brands