Little Consumers

Adults are not the only consumers present in today's society, and they are definitely not the only ones targeted by advertisements and media. While it may seem counterproductive to focus time, energy, and resources on appealing to "consumers" who are too young to possess a pay check, products that appeal to children are surprisingly important to the success of many businesses. For example, General Mills is a food company that processes many cereals found in most American households, such as:

• Cheerios
• Chex
• Cinnamon Toast Crunch
• Fiber One
• Kix
• Lucky Charms
• Monsters
• Total
• Trix
• Wheaties

Though they are all obviously cereal, it is very likely that a person could tell which are targeted at adults and which are designed to appeal to children based on commercials, ingredients, and even the color of the box. Without use of advertising tactics that catch little eyes, General Mills would not sell half as much cereal as they currently do. The following TV commercials demonstrate how consumer psychology can be used to target a specific and obvious age groups.

As if the desired audience was not obvious enough, the Trix commercial uses the catch phrase "Trix are for Kids!" in order to appeal to younger viewers. The use of animation, bright colors, a plot driven by a giant talking bunny, and the appeal of a sticker prize inside is enough to make any child beg their parents for this "wholesome breakfast". Words like "sweet, colorful, and bursting with flavor" are also used to fuel little appetites and sweet teeth.

In contrast, this Cheerios commercial, which demonstrates a quiet atmosphere in which a young boy is listening to his father's heart beat, uses the appeal of heart health and low cholesterol to attract an adult audience. By advertising "all natural, whole grain oats", General Mills is clearly trying to make Cheerios appeal to those old enough to care about aspects other then sugary taste and brightly colored pieces.

To do some investigating on how super markets are set up to appeal to generations young and old, I visited the local, New Paltz Stop and Shop and made some observations. Cereal, for instance, was not only distinguished by color variations and ingredients, but also placement on the shelves. Cereal such as Fiber One and Kashi Go-Lean, which is geared toward adults, was at my eye level, and cereal such as Fruit Loops and Apple Jacks, which is geared toward children, was placed a shelf lower in order to grab the attention of its primary consumers. In addition, at the end of every aisle, there were either cakes, cookies, donuts, candy, chips, soda, fruit snacks, or other sweets placed on the shelves. You can literally not walk down a single aisle in the supermarket without being temped by delicious baked goods and sugar. Though treats appeal to consumers both young and old, I know I would not want to deal with a whining child in a grocery cart begging me for snacks at the entrance and exit of every new aisle. I would admittedly cave and buy Fruit Roll Ups to restore the peace. This strategic arrangement of comfort foods also ultimately proved successful when i left the store with two boxes of Entemann's Assorted Donuts (don't judge me: they were on sale). Apparently, this marketing strategy works on college students too.

On my way to the register, however, another intelligent placement of goods caught my eye. As a shopper passes from one end of the reseter to the other, it is impossible not to walk right between two shelves of candy bars, gum, mints, bags of gummies, bouncy balls, pez dispensers, bubbles, and colorful pens (not to mention the brightly colored magazines with bold, dramatic headlines). All of this was in reach of little arms extending from passing shopping carts (okay: and longer arms once again extending from a college student with a sugar addiction). All together, Stop & Shop is a prime example of the success of advertising with color, flavor, and placement to appeal to specific groups of consumers. Next time you go shopping, take a look. I am sure you will find a similar set up in a supermarket near you.

Reference for this post:

http://www.generalmills.com/Brands/Cereals.aspx