You Can't Market Hot Beverages to Children

Abstract

This paper was first presented at the Marketing Week conference, ‘Marketing Hot Beverages’ on 22nd June 1998 and has been adapted for publication from the script. Its aim is to introduce the world of children to an audience whose industry sector does not require them to have more than a superficial interest or knowledge of that age group. In reaction to the countless times that children are described as ‘cynical consumers’ where ‘pester power’ is the only way to drive sales, it is the authors' intention to present the more balanced view, that children represent an important market sector, one which requires an intellectual approach equal to any other demographic group. Finally we want to show the potential for child focused marketing in this area.