When I asked my friend’s 5-year-old son what I should write my column about this month, he suggested Scooby-Doo or Batman. When I told him how much I would love to write about a crime-solving, talking dog or a masked crusader but wasn’t sure whether either of those would be applicable to the beverage industry, he was none too pleased. Although I am not in the business of disappointing children, it got me thinking about how much influence these fictional characters have on him and quite possibly his parents’ shopping choices.
It’s no secret that celebrities and athletes play a key part in our culture. Magazines and TV networks have thrived by sharing with consumers the highs and lows of these public figures. And as we continue to learn more about these celebrities, we might feel a connection or kinship to them. This can prove to be a powerful and positive tool in the marketing of so many consumer packaged goods companies.