With little public outcry in opposition, the tales brand marketers weave about marketing and young people continue to reach bizarre proportions.
In a July 16 article in the British magazine Ethical Corporation, Giles Gibbons marketing director of the PR and marketing firm Good Business argues, not surprisingly, that brands shouldn't fear marketing to kids and can actually can reach children in a way parents and schools are unable to.
Gibbons takes on "commentators" who argue for control of brand marketing. He writes that these commentators "tend to react in a knee-jerk way particularly when it comes to products that can be deemed “bad” for children – whether it is the possible health risks of mobiles phones, or soft drinks and obesity."
Companies themselves are capable of their own regulation, according to Gibbons and "will often rule out activity that would clearly lead to children pestering their parents for unhealthy or expensive products – whether by changing the message or changing the context in which it is found."
"But to suggest that companies should not communicate with children at all is narrow-minded and shortsighted.." he continues.
"Messages on bullying, or the environment, or online safety that come from a cool brand – like Hello Kitty – can have far more impact than the strictures of parents and schools."
Tina Wells, who prides herself on being the queen of tween and teen marketing and leads her own Buzzspotter tween marketing recruits, recently wrote in The Huffington Post about the "new power couple" of celebrities and brands.
Wells hopes consumers believe her argument that celebrity plugs for youth products and entertainment are necessary and actually desired by teens and young people.
"The market has become so fragmented, with dozens of information outlets competing for the attention of savvy young consumers, that traditional advertising simply does not reach them anymore. Even when I was a teen, we were glued to the TV on Thursday nights. Consuming the ads was part of the experience of watching Dawson's Creek and Beverly Hills 90210. When Ali Landry became the new Doritos girl, we actually cared who she was. And we all noticed that the kids on Dawson's Creek wore American Eagle."
Wells, a PR and marketing specialist by trade is the new "author" behind the recent Mackenzie Blue "book series" by Harper Collins Publishing, aimed at 8- to 12-year-old girls. The series features product placement written into the plot. The release of the book was met with criticism by consumer advocacy group Commercial Alert.
A press release from February says tweens will discover more about going "green," learn about the "global" landscape, and be motivated to achieve their goals in the Mackenzie Blue books.
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