Marketers are devoting ever more effort to wooing children. The little monsters have a remarkable ability to nag their parents (whom marketers call “wallet-carriers”) into buying what they want. Better still, habits learned in childhood can last a lifetime. So companies bombard children with advertisements from the day they are born. The average American three-year-old can recognise 100 brands. Many can also recite annoying jingles more readily than their times tables. Given a choice between carrots and “McDonald’s carrots”, children hungrily choose the latter. From a company’s point of view, the earlier you hook your customers, the better. Experiments on rats suggest that a taste for junk food can be acquired in the womb.The most effective marketing tools are often subtle. Kopiko, a confectioner from the Philippines, distributes free chocolates to paediatricians. Apple offers baby-friendly apps such as “Toddler Teasers” and “Baby Fun!”. Gatorade, a drinks-maker, tweets good-luck messages to star athletes. A company called Girls Intelligence Agency employs 40,000 American girls to act as “guerrilla marketers”. It gives them free products and everything they need to organise a slumber party with their friends to try them out. Then it sits back and waits for the buzz to build.
See also Martin Lindstrom
