HEALTH AS A STRATEGY, CHILDREN AS A TARGET

Abstract

The target audience of certain brands and companies in general, and consumers and buyers in particular, have been requesting, not long ago, online communication strategies that go beyond simple persuasion with a commercial purpose. For their part, companies seem tobe beginningto understand that the behaviour of consumers and buyers needs a close and effective dialogue, closer to public relations than to traditional advertising. In this work, we present an analysis of Consum's communication on the net through Team Consum, studying its messages, its formats and the advertising results it has obtained. Specifically: content analysis and in-depth interview. The objective: to analyse both media consumption and the messages sent to children between 4 and 14 years of age and, in this way,to be able to notice the promotion (or not) of healthy living, healthy eating and food safety as a sales strategy and approach to the target.The results point to an engagement between two sectors: education and food, showing how a brand has carried out CSR through tactics whose main objective was to move away from sales, even though they have provided an improvement in image, brand reputation and, as a consequence, an increase in sales.