Masterclass in spin from Masterfoods
Masterfoods, makers of Mars bars, Snickers, Pedigree and Skittles said it will no longer advertise at kids under 12 years old by year’s end.
Laudable or laughable depending on your politics. Coverage has been bland. BBC Radio 4’s PM show treated the item as filler and gave the company’s UK md a far easier ride than she could have been expecting.
Elsewhere trade coverage specialists such as marketing week and brand republic sites did ask the relevant question:
What will happen to web sites with games, screensavers etc which are clearly targeted at kids - see www.skittles.com to be baffled.
Like most trade mags, they don’t know the answer.
A trip to a sweet factory, (delete and insert sausage/chicken/dogfood) for clarity is an edifying experience. On a visit once to the famous Mars factory in the famous Berkshire town of Slough. It was Bounty bar making day. You could almost feel your teeth corrode.
