You raise many issues in “Crunch Time for Cereals” (MW May 6). Such is the dominance of licensed characters in the marketing of major brands that the sector is a litmus test for all marketing to children. As such, there is an opportunity for brand owners to take a responsible approach with, say, improvements to the labelling.
In the cereal sector, it is commercial suicide not to have a tie-up with a licensed character. But too often there is not enough consideration about how the character communicates. As parents move towards healthier eating, so too will their children. Brand characters could – and should – have a pivotal role to play in educating children about nutrition in ways that endorse the brand and protect the licensing deals.
Licensed characters are the brand interface with children – it’s high time for brand owners to use them more intelligently.
Managing creative director