I read an article in a couple different advertising trade newsletters this week about a study that showed preschoolers preferred the taste of even carrots, milk and apple juice if it was in a branded container from McDonald’s. Dr. Tom Robinson, the author of the study, said the kids’ perception of taste was “physically altered by the branding.”
That’s pretty stinking scary, is it not? The kids were aged 3 -5, and the kids taste-tested identical McDonald’s foods in branded and plain packaging. The kids said the branded foods tasted better in every instance.
As an advertising professional, it’s my job to help companies make a personal connection to their customers. But as a parent, I think physically altering the senses of preschoolers is flat-out crazy.