Bitefile Brand Characters
General research insights on brand characters
- More than half of popular children’s websites feature fun characters for advertising purposes.
- Kids like the taste of food products better when a popular cartoon character is present on the packaging.
- A popular character (like Elmo) can hold a child’s attention while reading, but can also be a distraction if adults cannot control it.
- Most kids don’t see a brand character as a marketing technique, but rather as someone who tells them about products, entertains them, or even as a friend.
Research insights on brand character design
- When media characters have similar characteristics as the target audience, kids are more immersed into the medium (e.g., video game).
- For elementary school children, use girl characters with feminine products and boy characters with masculine products (and avoid mixing boys and girls).
- Boys pay more attention to male characters, girls pay more attention to female characters.
- New and unknown characters can be just as effective as more expensive, licensed media characters, but only when they are carefully chosen to match a particular product (like a rabbit and carrot, monkey and banana, or caterpillar and apple).
- The match should be based on content, such as familiar story lines or media images.
Research insights on brand characters and kids’ diets
- Brand characters on fruit and vegetable packaging can improve the diet of kids, because kids are more likely to eat healthy food that is well advertised with cartoon characters.
- Brand characters can advertise healthy foods to kids just like junk food.
- By making healthy food more fun and interesting, well-chosen brand cartoon characters can help kids eat healthier.
22 January 2018Health and Wellbeing, Youth communication
Play With Your Veggies! Adults Can Use Picture Books And Hand Puppets to Improve Toddlers’ Diet
3 December 2013Health and Wellbeing, Youth communication
Vegetable-Promoting Picture Books Improve Kids’ Eating
22 November 2012Health and Wellbeing, Youth communication
Sesame Street Characters Can Encourage The Healthy Choice... Under Certain Circumstances
13 August 2012Health and Wellbeing, Youth communication
Educational Health Games: Most Successful When Players Feel Similar to The Main Characters
16 July 2012Health and Wellbeing, Youth communication
Food Branding Influences The Diets of Kids… But Not All of Them
9 May 2012Advertising and Marketing, Health and Wellbeing, Youth communication
Cartoon Characters Make Products Taste Better
19 March 2012Advertising and Marketing, Youth communication
Fun Characters Abound in Ads For Kids—But Don’t Live up to Industry’s Own Guidelines
10 March 2012Advertising and Marketing, Youth communication
How “Cooties” Affect Advertising: Kids Don’t Like Mixing Girls’ And Boys’ Stuff
20 December 2011Health and Wellbeing, Youth communication
”Pester Power”: Kids Asking For Unhealthy Food, And How Parents Deal With it
20 December 2011Advertising and Marketing, Health and Wellbeing, Youth communication
How Kids See Cartoon Characters in Commercials: Friends or Advertisers?
16 December 2011Media technology and AI, Youth communication
Same Old Story, New Technology: Videoconferencing And Reading as a Family
30 November 2011Advertising and Marketing, Health and Wellbeing, Youth communication
Silly Advertiser: Carrots Are For Rabbits!
25 November 2011Advertising and Marketing, Health and Wellbeing, Youth communication