Kids Connect Press Clippings
Taking aim at advertising that sweet-talks children
Summary: The questionable marketing tactics of some of the country's biggest children's food brands are in for a shake-up from a new Heart Foundation-style tick, to be launched ...
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Unhealthy food for children?
Summary: The marketing tactics for some of the biggest children's food brands in the country are in for a king hit if two frustrated Melbourne mothers ...
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Fat chance of taking food off kids' TV
Summary: IN the world of television advertising, food has become the new tobacco.
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Kids products under scrutiny
Summary: Marketing: A new third-party endorsement company, Kids Connect, which will offer product guidelines to parents has been launched in Melbourne this week.
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Kiddie Brand Under Spotlight
MELBOURNE: Some of the nation's biggest brands have come under the spotlight as two Melbourne mothers start promoting their own third-party endorsement of brands that specifically target children. Kids Connect is youngsters' answer to the Heart Foundation's red tick of approval. The distinctive Kids Connect logo will be used as a stamp of approval on all endorsed products. Kids Connect directors Rachel Knott and Kate Evans describe the brand as the "missing link in consumer advertising", saying their stringent endorsement will empower parents to make the best choices when buying products for their children. They say Kids Connect will be a powerful marketing tool for advertisers given it is a third-party endorsement. The duo intends to scrutinise everything from babies' car safety seats, pharmaceuticals, lunch boxes, toys, breakfast cereals and other FMCGs. "We are building a brand that delivers solutions and advice which parents can trust," Knott said. The mother of three began the planning stages of Kids Connect three years ago out of frustration. "Product advertising and complicated labelling is everywhere, but nothing tells me (in simple terms) which products are a better choice for my children over others," she said. "Kids Connect gives FMCG clients the opportunity to market the health benefits of their products to parents via a new communication vehicle which is currently difficult to address via traditional advertising." Knott was previously the director of production house Knott Communication, which produced TVCs about products for children, and has also spent time researching and building children's websites. Knott has teamed up with Evans, who has a background in marketing, media and brand development. The pair has contacted senior media buyers across the country in recent weeks to promote the Kids Connect brand. Nearly 30 blue chip FMCG brands have also been contacted, and many are interested in proceeding with the process to gain approval, Knott said. Other children's brands will be contacted in coming weeks. "We really believe that within 12 months, brands marketing to children will be calling us wanting our tick of approval," Knott said. Brands that advertise to children can request Kids Connect guidelines, and submit a request for approval. They will be charged an annual licence fee on products that carry the approval. The pair has created their own marketing campaign to promote the Kids Connect brand. It incorporates press, TVC, online, radio, point-of-sale and PR. It will launch mid-November.
Story by: Nina Lees
26 September 2005
For any Kids Connect PR Enquires contact:
Jules Brooke & Simone Heydon
Handle Communications
Email:jules@handle.com.au / simone@handle.com.au
Telephone: +613 9690 4944