Marketing and all things related

Back in June and July, Marketing Blurb told you about Aquapod, a new Nestles’ bottled water product targeted specifically to kids. While we applaud the effect to encourage children to substitute water for high calorie soft drinks, we are skeptical kids will buy into the pitch. Yes, the bottle is cool, but the contents lack that sugar and caffeine punch kids desire. Nestles’ is enlisting BzzAgent moms to pitch Aquapod to other moms. Advertising directed to kids appears on Nickelodeon and similar programs. But if you want to understand why this is an uphill pitch, visit the aquapod.com website targeting kids ages 6 to 12. The animate website depicts Hydropolis, where an evil baron stalks a playground stealing fun. (We don’t think a story line with anyone stalking a playground is a good idea.) While all the fun missing, kids visit Aquapod’s underground headquarters to play online games. While playing, children are told “Stay hydrated! Keep an Aquapod with you!” Like adults, kids want buzz, not hydration. We read about this from Media Post Publications (free registration required.)