CPLG's head of promotions explains why effective food licensing still needs to be fun, despite the guidelines.
Licensing and promotions linked with food products received a rather backhanded compliment in 2007.
The scheduling restrictions on advertising high fats, salts and sugar (HFSS) foods to children were in part a result of its perceived effectiveness in encouraging dietary choices seen by government as unfavourable to children’s development. And not only did advertising suffer from this decision but the promotional links between food and numerous popular character-based properties were also targeted.
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