BRANDWASHAdorable, Celine

Espiritu, DaleGallego, Vince

Patricio, Clarisse

Power of Nostalgia

CEW Program● mission: beauty products can actually used to improve

people’s lives● International Flavors and Fragrances● fragrances help to trigger memories● most of our adult tastes and preferences rotted from

childhood

“Brandwashing” Unborn Babies● music that fetuses hear make a powerful and lasting impression and will

influence their music taste in the future● conditional response ● study: new born babies reaction to theme song of soap opera watched by

their mothers during their pregnancy with them● example: Major Asian Shopping Mall Chain

o Johnson and Johnson’s baby powder, cherry fragrance, music from the era when the pregnant women were born

o boost saleso 60% of the women claimed that their babies calm down when entering

the mall o thus, new generation of consumers are drawn to the mall

“Brandwashing” Unborn Babies● what pregnant women consume can also influence the babies’ adult habits

o smokers by the age of 22o 4 times more likely to be overweight in early childhoodo pregnant woman’s diet physically transforms fetal brain

thus, affects what baby consumes in the futureo carrot flavored cereal

● example: Kopikoo supplied coffee flavored candies to be given away in maternity wardso came out with Kopiko coffee o phenomenal success especially with childreno small dose of kopiko coffee was given to babies to calm down

Childhood preferences shape our adult preferences and tastes

● study: 2,035 surveyed- 53% of adults, 56% of teens use brands from their childhood● advertise to children = attempt in securing lifetime loyal consumers● children who can recognize logos by 18 months, grow up to prefer these brands and

correspond them to their personal qualities ● children under 3 yrs represent $20 billion market to advertisers● exposed to 40,000 ads a year● 18 month old babies pick up on subtle and obvious cues of brands

o ex: Mcdonalds taste, smell, familiarity, emotional reward

● 40% 3 month old babies watch screen media regularly, increases to 90% by two years old

● 6 month old babies can form mental images of brand logos ● and mascots● 36 months - can recognize 100 logos ● grade 1 - 200 can recite brand names ● 10 yrs old - between 300 and 400 brands to memory

beginning toform preferences

● Mcdonalds wrapper experimento 63 preschoolerso 5 pairs of identical food items (hamburgers, chicken

nuggets, fries, milk, carrots)o logo free packaging vs mcdo wrappero food/drink wrapped in mcdo packaging rated higher

“Brandwashing” Children

● Ads disguised as entertainment o multimedia games, online quizzes, cellphone appso circumvent advertising regulations on junk food

products, spread virally, games are addictive● adult products advertised to consumers as

young as possibleo the younger you are when you use the product, the

more likely you will stick with the product as you grow older

Adult products advertised towards children

● Bonne Bell cosmetics markets products to girls as young as 7

● Nair came out with “Nair Pretty” targeted towards 10-15 yrs old (“for the first time hair removers”)

● Abercrombie and Fitch padded bikini tops for girls as young as 8

● Tesco’s “Peekaboo Pole Dancing Kit” for girls under 10 (“unleash the sex kitten in you”)

● “Alcopops” - kid-friendly candy-like cocktails

Welcome to Adulthood

● Marketers have started “brandwashing” the next generation of male customers at as young an age as possible.

● Gillette sends the “Welcome to Adulthood” packs to young men ont their birthday or high school graduation

● Stinky Stink introduces body sprays that mimic distinct adolescent scents

● Gas and car manufacturing companies also try to target young male customers through, commercials, toys, sports, etc.

● Starbucks tries to offer new drinks and sizes for tweens who visit their stores.

Chicken or the Egg

● Pester Power ● To trigger desire in a child is to trigger desire in the

whole family● Hand-me-down influence● Influencing life long tastes and preferences of their

children

Oral Gum Flavors:1) Fruit Flavored Mint (lemon, apple, lime)2) Peppermint3) Spearmint