It’s impossible to discuss public relations and the kiddie demographic without touching on the issue of parenting. Companies know that young children are an incredibly lucrative consumer group, and they’re willing to do just about anything to exploit that potential financial windfall.
However, as we pointed out in yesterday’s coverage of Victoria’s Secret’s marketing push to sell lingerie to tweens, parents own 100% of their own kids’ purchasing power. Savvy brands know that in order to reach children, they must go through the parents, not around them. Enter KFC’s new Lil’ Bucket Kids Meals.
The packaging tells the entire story. The Lil’ Bucket Kids Meals are vibrantly colored and playful, even offering QR codes and games that encourage youngsters to interact with the products. Kids’ Meals are nothing new; fast food brands have long relied on toy messaging to get their stuff into youngsters’ stomachs. Hey, most of us grew up eating them and we turned out just fine (ahem).
But times are changing.