The only rival able to stand against the cartoons and the heroes of children's television preferences are great athletes. Large companies are aware of the values \u200b\u200bconveyed by sport and that the sixth annual International Advertising Festival Infantil Pacifier has focused on the relationship between sport, trademarks and children. 
Marketing According to the director of Valencia Football Club, John Paul Miller, David Villa brand has become more attractive during this event that some of the great children's films, like Shrek or Marmaduke. Another of the most cited references Festival in The Pacifier was the basketball player Pau Gasol and tennis player Rafael Nadal. But in addition to the signings media, companies promoting sporting events that invite children to participate as a way to reach this audience. Kellogg's, for example, is a sponsor of the youth basketball team Estudiantes, the largest in Europe. The signing of cereal made with more than a thousand children in this quarry actions to transmit the values \u200b\u200bof sport.
Coca-Cola, meanwhile, is probably one of the biggest contributors to sporting events in Spain. The brand is committed to the sport of street and reached up to 30,000 to sponsor sporting events throughout the English geography. In addition, more than 40 years, created and organized physical activity programs for youth and families as Coca-Cola Cup Tennis. Félix Muñoz, director of Communication at the beverage brand in Spain, noted that Coca-Cola has historically been closely linked to sport and many of his ads have starred the iconic characters from all sports. "Coca-Cola wants to be close to society and knows it will get through sports," Muñoz said.
For its part, the head of marketing at Warner Bros Looney Tunes, Luis O'Cleiry, highlighted the company's commitment to the Basketball Club Association (CBA) and other companies "to bring children between 4 and 12 years, through the Looney Tunes cartoon, what fun it can be sport. " Big global companies such as Mc Donald's Aquarel or Sport versions have used these characters animated to better connect with children. Joining
responsibility and values \u200b\u200b
Communicators and advertisers have the same challenge: connecting with kids, "without forgetting its social responsibility that is theirs by the target so vulnerable that are" as summarized Fermin Abella commercial director of the magazine for creative Yorokobu.
The head of nutrition at Kellogg's, Amparo Lobato, stressed that the company intends to 'convey to children healthy lifestyles from the self. " The grain company seeks to reach a younger audience through programs that foster habits such as breakfast Discoverers, by that 31,000 students and 1,500 primary school teachers Valencia deepened on the importance of breakfast.
precisely with the idea of \u200b\u200bprotecting smaller in advertising, was created in 2005, the Code PAOs, which is the self-regulating food advertising. This code has right now with 36 member companies from Bimbo to Nestlé, which accounted for 94.2% of the advertising of food and drinks aimed at children on television. 12.07.2010
Isabel Martí
Service Intellectual Property
SEGESTION GROUP
Madrid Tel 91 350 90 06 Fax . 91 350 20 14
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