Magazine article Marketing

EDITORIAL: Artful Approach to School Marketing Will Defy Its Critics

Magazine article Marketing

EDITORIAL: Artful Approach to School Marketing Will Defy Its Critics

Article excerpt

There are any number of critics ready and willing to attack companies for taking their brands into the classroom. Given the potential risk of very public attack, it would be understandable for brand owners to avoid the minefield altogether in favour of pastures less likely to maim.

Applause, then, for Persil, which is embarking on a collector scheme to raise funds for school art and crafts materials. Collector schemes have had a hard time of it of late, with Walkers Free Books for Schools coming under particular attack in relation to the 'should not encourage unhealthy, unsafe or unlawful activities' best practice guideline.

For the simple mind, which places product promotion at the heart of society's ills, the equation is a simple one: the most successful collection schemes are based on collecting as many tokens as possible, Walkers' is an immensely successful collection scheme among UK schools, ergo Walkers is encouraging our youth to consume more crisps.

While the idea of an obese Billy Bunter-type schoolboy tipping pack after pack of Walkers crisps down his throat in a book-collecting frenzy is a nonsense, I can guarantee that someone out there is putting schoolkids, paint and Persil together and coming up with a conspiracy theory designed to shift more washing powder.

Regardless, Walkers appears to be re-evaluating Free Books for Schools as the huge participation levels drop off slightly while the assaults on 'junk' food advertising do not. …

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