Chart 3. Marketing communication strategy (MCS), type and example of communication resource present on labels of food groups consumed by children under 5 years of age from the Brazilian National Health System (SUS). Rio de Janeiro, Brazil, 2014.
| Strategy | Type of communication resource | Example of communication resource |
|---|---|---|
| (number of types of resources) | (number of food groups) | (food groups) |
| Emotional appeal (13) | Tradition, originality, exclusivity and trust in the brand | Tradition since (year); “Traditional”; “Tradition and quality”; Affection with the family since (year); Original since (year); “1st cream cheese in the world”; “The true…”; “The classic is back”; “Limited edition”; “Since when you were a child”; “Suitable for you”; “90 years in Brazil”; Thank-you phrase for choosing the product; “Original”; “The golden Japanese peanut!”; “#1 in sales in Brazil”; “Expert since 1984”; “Top 1 in Brazil.” |
| 16 | (a) (b) (e) (g) (h) (i) (k) (l) (m) (o) (p) (q) (r) (t) (v) (z) | |
| Food preparation, ingredients, meal and flavor related or not to feelings | “It's ready, just heat it”; “Passionate about flavor”; “Home flavor is forever”; “A smile with every bite”; Dessert provides a happy and delicious moment after meals; “This pleasure has a new flavor”; “More flavor in your everyday life”; “Homemade taste”; “With selected ingredients”; “It's a lot of flavor and a lot more energy every day”; “The richest broth”; “Brings more peaches for you”; “The flavor that's worth it”; “Homemade cookies.” | |
| 11 | (a) (f) (g) (h) (i) (j) (n) (p) (r) (s) (v) | |
| Offers convenience | Highlihgting the ease of preparation; “Easy to prepare”; “Ready to drink.” | |
| 10 | (b) (d) (e) (f) (g) (i) (k) (m) (r) (s) | |
| Proximity to consumer | “Great option to complete your family's breakfast”; “One way or another, everyone eats it”; “Delicious pieces of life”; “Soy force to do more”; “How about looking at your kitchen in a different way? Find some adventure!”; “It's natural for you to like it”; “Natural and in your life”; “Savor every achievement”; “For us.” | |
| 9 | (e) (g) (h) (m) (p) (q) (r) (s) (v) | |
| Representation of people and bonds between them | Appeal to family and friends; Bond between mother and child during breastfeeding; Presence of children of different heights; “Enjoy this flavor with family and friends”; Presence of smiling mother and daughter on the front-of-packaging label; Happy child on the front-of-packaging label; Happy family on the back-of-packaging label; Image of son kissing his mother. | |
| 7 | (a) (b) (d) (h) (j) (l) (s) | |
| Barcode/nutrition table in a different format | Heart-shaped barcode; Bite-shaped barcode; Bar code with leaves; Pan-shaped barcode; Paw-shaped barcode; Film slate-shaped barcode. | |
| 6 | (a) (k) (m) (p) (v) (x) | |
| Use of an affectionate symbol on the label | Presence of a heart drawn around the brand; Image of hugging arms in the logo. | |
| 6 | (b) (e) (g) (h) (i) (j) | |
| Show of affection | Made with affection and tradition by the brand; “A child that sees a pediatrician feels better”; “It represents all the care and affection with which these products are prepared”; “A symbol of affection and love for you and your family”; “Made with love.” | |
| 4 | (a) (b) (g) (l) | |
| Social responsibility | “Child-friendly company”; “Social commitment”; “Abrinq Foundation - Child-friendly company.” | |
| 6 | (b) (h) (i) (o) (s) (v) | |
| Connection with fun | “Facing this challenge is pure fun”; “Indispensable energy and fun for your child's growth and development”; “Fun comes from inside”; “Energy to enjoy with friends.” | |
| 4 | (e) (h) (k) (n) | |
| Connection with social events | “Happy Holidays”; “The candy of the party.” | |
| 2 | (h) (i) | |
| Emotional appeal (13) | Connection with meals throughout the day | “Start your day well”; “Made especially for your breakfast”; “Good morning”; “Energy for your morning”; “A delight that nourishes”; “Summer flavor.” |
| 4 | (e) (h) (i) (r) (k) | |
| New format | ||
| 1 | ||
| Sensory stimulation (6) | Product | Presence of an image of the product and/or ingredient on the packaging; Image with product presentation forms; Presence of a recipe that includes the product; Suggestions for consumption and/or preparation. |
| 24 | (a) (b) (c) (d) (e) (f) (g) (h) (i) (j) (k) (l) (m) (n) (o) (p) (q) (r) (s) (t) (u) (v) (x) (z) | |
| Colors | Presence of primary colors on the packaging; Use of transparency; “It's perfect for adding color to foods and highlighting the flavor of your dishes.” | |
| 22 | (a) (b) (c) (d) (e) (f) (g) (h) (i) (j) (k) (l) (n) (p) (q) (r) (s) (t) (u) (v) (x) (z) | |
| Intensity | “More consistent”; “With selected ingredients”; “Tasty, delicious”; “Creamier”; “Tastier”; “Crunchier.” | |
| 6 | (e) (f) (h) (i) (k) (v) | |
| Texture | “New creamier formula”; “Creamy filling, crunchy cookie with chocolate drops”; “Easy to chew”; “Easy to chew, crunchy with filling”; “Soft and puffy”; “The perfect seasoning for sensational white loose rice”; “Melts in your mouth!” | |
| 6 | (e) (h) (i) (k) (p) (v) | |
| Flavor | “Lollipop with gum filling”; “Extra garlic!”; “Grape flavor and the sweetness of apple”; “It's already sweetened”; “More intense flavor.” | |
| 5 | (i) (p) (r) (s) (v) | |
| Onomatopoeia | “Nham strawberry?”; “Hummm.… SO DELICIOUS! This flavor will catch you.” | |
| 2 | (e) (v) | |
| Health appeal (6) | Highlighting the nutritional composition of the product | Presence of vitamins and/or minerals and/or probiotics and/or fiber and/or omega 3 and 6. |
| 23 | (d) (e) (g) (h) (h) (j) (k) (l) (m) (n) (q) (r) (s) (t) (z) | |
| Reduction of calories and/or sodium and/or total and trans fats and/or cholesterol; Highlights the presentation of fruits, vitamins, and iron; “With live lactobacilli paracasei”; “Free of trans fat”; “No preservatives”; “No added sugar”; “Free of transgenics.” | ||
| (a) (b) (e) (g) (h) (i) (m) (n) (r) (u) (v) (x) (z) | ||
| Made with animal protein/fruit or fruit juice/milk/small pieces of meat. | ||
| (a) (b) (e) (h) (i) (k) (l) (n) (t) (u) (v) | ||
| Nutrition information on the front-of-package label; Number of kcal per slice; “No sugar, less calories”; “Enjoy the right amount, 1 portion = 5 cookies”; “Same calories as an apple.” | ||
| (b) (c) (e) (f) (g) (h) (i) (k) (m) (p) (q) (r) (s) (v) (z) | ||
| Health tips and guidance | “Combination of vitamins and minerals that provides part of your child's nutritional needs”; Encouraging physical activity; Speech about healthy eating habits; “What is soy force?”; “Start the day with flavor and energy!!! Choco ball helps you quickly replenish your energy so you can spend it throughout the day. Include all types of food in your daily diet: fruits, vegetables, dairy products, and cereals. Reach out and get yours!!!”; “Don't add salt”; “Fruits are natural sources of vitamins”; “Have a healthier life”; “Eat well, live well!” | |
| 12 | (b) (f) (g) (i) (j) (m) (n) (p) (q) (r) (s) (u) | |
| Health appeal (6) | Content/ingredient | “Rice+Corn+Wheat, a light combination of 3 cereals”; “40% more cocoa, rich in antioxidants”; “It's good to know: Do foods of plant origin contain lactose?”; “Rich in vitamin C”; “Made with sunflower oil.” |
| 6 | (a) (g) (i) (m) (r) (v) | |
| Nutrition | “+ Energy with nutrition”; “Complements your diet”; “Nutritionally complete food”; “Energy”; Presents a puzzle with vitamin, saying that it complements the benefits of milk. | |
| 7 | (a) (b) (d) (e) (h) (i) (l) | |
| Emphasis on product formulation | “New formula”; “New recipe”; “Exclusive formula.” | |
| 5 | (a) (b) (e) (l) (v) | |
| Social responsibility | Quality seal – “Pro peanut ABICAB seal.” | |
| 1 | (o) | |
| Advertising under advertising (3) | Availability of brand website, social media pages, QR code, and virtual store | (a) (b) (c) (d) (e) (f) (g) (h) (i) (j) (k) (l) (m) (n)(o) (p) (q) (r) (s) (t) (u) (v) (x) |
| 23 | ||
| Encouragement to try other flavors available and other products of the same brand | (b) (d) (e) (f) (g) (h) (i) (o) (q) (r) (s) (v) (z) | |
| 13 | ||
| Association of two brands on the same product | “Tetrapak – Protects what is good”; “A Coca-Cola brand”; Danone logo on the label; Pepsico logo; Arcor logo. | |
| 5 | (e) (h) (m) (r) (v) | |
| Sustainability appeal (2) | Recyclable product | Recyclable packaging seal; “Recycled paper”; “The paper of this packaging was produced with wood from FSC certified forests and other controlled sources”; “Recycle – everyone's commitment”; “Practice selective collection.” |
| 20 | (a) (b) (c) (d) (e) (g) (h) (i) (l) (m) (n) (p) (q) (r) (s) (t) (u) (v) (x) (z) | |
| Environmental preservation | Message of environmental preservation; “Packaging produced from responsible sources”; “Practice selective collection”; “Preserve nature, recycle packaging”; “Keep your city clean”; “Nature thanks you”; “Respect life and nature”; “When you buy this product, you help take care of the world's forests”; “Preserve the environment. Save energy. Recycle materials.” | |
| 15 | (a) (b) (c) (e) (g) (h) (i) (l) (m) (n) (q) (r) (s) (t) (v) | |
| Brand/slogan use (2) | Emphasis on the brand | (a) (c) (d) (e) (f) (g) (h) (i) (j) (k) (l) (m) (n) (o) (p) (q) (r) (s) (t) (u) (v) (z) |
| 22 | ||
| Brand or product name associated with slogan or text | “With Neston, everything is more delicious, it becomes surreal”; “Whoever drinks Grapette repeats it”; “Sustagen + mom = allies for more complete nutrition”; “Nestlé is good for you”; “Start the day with Actimel”; “Why are Adria tarts so delicious? It's simple!”; “It's tasty to have Arisco at home”; “Santa Helena quality – Irresistible is living well”; “Yoki's deliciously fun snack”; “With Yoki popcorn, everything that is good gets better! Cinema is more cinema, football is more football, parties are more parties.” | |
| 14 | (b) (c) (d) (e) (f) (h) (i) (l) (m) (n) (o) (u) (v) (x) | |
| Participation of celebrities and characters (2) | Character | Brand's own character; A current character; Animals and drawings. |
| 18 | (a) (b) (d) (e) (f) (g) (h) (i) (j) (l) (l) (m) (n) (p) (r) (s) (u) (v) | |
| Humanized characters | Presence of humanized drawings; Animated human being; Humanized food. | |
| 6 | (b) (c) (e) (h) (i) (j) | |
| Freebies offering (2) | Children's entertainment | Presence of game; Encouragement to access the website and play games available; Encouragement to visit the website for fun; Presence of comics; Presence of challenges. |
| 5 | (b) (e) (g) (i) (n) | |
| Freebies and campaign | Freebies; “Campaign – Find and win it.” | |
| 5 | (c) (g) (h) (i) (s) | |
| Promotional price (1) | Higher saving | “More savings”; “100g free”; “50% more”; “20% of the product free”; Suggested price; “Family size”; “+ cookies + Savings.” |
| 6 | (c) (d) (e) (g) (i) (v) |
Legends of food groups: (a) Reconstituted meat products; (b) Flours; (c) Soft drinks; (d) Food supplements and complements; (e) Dairy products; (f) Instant noodles; (g) Breads; (h) Cookies; (i) Sweets, candies, and goodies; (j) Margarines; (k) Ready-made cakes; (l) Chocolate powders and similar products; (m) Soy drinks; (n) Breakfast cereals; (o) Peanuts; (p) Seasonings; (q) Juice concentrates and syrups; (r) Juice cartons; (s) Juice powders; (t) Guarana drinks; (u) Industrialized baby foods; (v) Crackers; (x) Microwave popcorn; and (z) Ready-made toasted manioc flour.