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Who Puts the Fun at the Bottom of the Healthy-Cereal Box?

admin, June 6, 2012


I was an eighties kid.  Some things indefinitely come to mind in reminiscence.  The lovable cartoon-like cereal characters for instance.  I mean, some of these characters were hugely influential and unforgettable.  (Channels boyhood self) Wait.  What?  Count Chocula is serving up a free figurine at the bottom of that box of junky goodness?  Where do I get my parents to sign!

When I was younger, childhood obesity was not a topic.  I 'm not sure that's because we had less time to be 'online,' break dancing was in, or too many kids started choosing Chocula over arugula one too many times…

Can we pin poor health on the smirking Count?  Can we shake Mickey down for hosting sugar-fused foods in-between his segments?  Perhaps, but let's give these innocent figures the benefit.  Let's hire them to change their serendipitously naughty ways and channel that marketing popularity toward healthy foods.

That's the new Disney plan going into effect and backed by the first lady.  As of Tuesday, all advertising on Disney's child-focused media (radio, television, web) will adhere to stringent, health-conducive regulations.

Wait, Mickey's no longer 'boys' with such characters as the chocolaty fictitious vamp?

The restrictions extend onto some ABC stations within the Disney family.  Remember Capri Sun?  I sure do…that sweet-tasting liquid nectar.  Hm.Hm.  It's no longer applicable to advertise with Mickey and crew.  Capri's gotta talk to the white-gloved hand now, so to speak.

Disney's health craze also applies to its amusement parks, where the NY Times reports 12-million children's meals are served annually.  Disney states it will improve its food's 'health statistics.'  Furthermore, Mickey and the squad are set on convincing kids that the Count is out and carrots are in! (Though more easily stated than practically digested momentarily perhaps.)

As the news story admits, Mickey didn't become as animated about changing his ways until federal regulators began making proposals to combat 'childhood obesity.'  Furthermore, it's not goofy to think Disney may lose some money by shunning advertisers.

On the other hand, the move, while somewhat inspired by regulators, could prove as a sure-handed, long-term strategy to make a good impression on parents, those who get 'signed up' for all sorts of Disney-related purchases.  However, who is Disney's market really?  (Channel your boy/girlhood self.)

Are kids so willingly going to give up the junk-food, fun-filled cereal boxes?  When was the last time Kashi offered a cool figurine or sticker at the bottom of its health-cereal box?  Is it Disney's duty to be more selective about what it shows its target market?  Should health-related brands do a better job at getting as charming as Chocula?  What are your thoughts?

Need an Expert Contributor?

Ken Wisnefski is a seasoned web entrepreneur and a frequent contributor to news outlets and business publications. Ken’s vast knowledge of how to make online businesses succeed has made him a sought after consultant from businesses wishing to improve their online initiatives. Contact pr@webimax.com to collaborate!


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