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Pester Power in Marketing

Pester Power in Marketing

Pester Power in Marketing

Pester Power in Marketing

Do you believe that kids are an effective target market? What do you think about pester power campaigns? Pester power campaigns rely on the nag factor, where marketing campaigns are directed to children and encourage them to relentlessly request their parents to buy the advertised products.


Supermarkets have been using pester power campaigns a lot over the past two years. Examples are Coles’ LittleShop and Stikeez campaigns and Woolworths’ Disney Tiles. It makes sense that supermarkets are using this approach as parents usually do their grocery shopping with their children.


Coles’ Little Shop


This was the campaign that gave Woolworths a run for its money. Literally. The collectible miniature household items became the craze in 2018, increasing Coles’ sales by 5.1% in the three months to September 2018. Woolworths’ sales, on the other hand, dropped 1.3% year-on-year during the first quarter of its 2018-2019 financial year.


The pester power campaign on Little Shop worked well because it had an element of play. We even took them to kindy to be used for playing. My daughter still plays with them to this day in her toy supermarket. The effectiveness also had something to do with the products being collectibles and people’s innate sense of completion.


Stikeez Campaign


Although the Stikeez items are also collectibles and fun to play with, this campaign wasn’t as effective to my four-year-old as the Little Shop was. Stikeez appeared to have campaign fatigue off the back of the Little Shop promotion and the Christmas Little Shop promotion.


Stikeez promotions didn’t have the same experience or feel as Little Shop. The campaign was too repetitive. At this point, it just makes you wonder if they were actually trying to encourage kids to eat healthier or just get their parents to spend extra dollars.


Strong Influence of Kids


Kids have the power to influence their parents, especially when they nag and throw tantrums until they get what they want. They are the consumers of tomorrow. Through their parents, kids already have huge spending power despite their young age. They affect a large percentage of their parents’ buying decisions. In fact, it’s because of the Coles and Woolworths ads that some parents decided to shop elsewhere during these campaigns.


As a common phrase goes: start them early. Brands are marketing to young people who have the potential to grow into loyal patrons. And as long as there are kids in the world, pester power in marketing is here to stay. My advice to parents is to avoid shopping with your kids and try to avoid the junk food aisle.




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