OREO Is The #1 Brand Among Kids 6-12
The Sweetness of Sharing Wins with Kids and Moms
NEW YORK, Oct. 21, 2015 /PRNewswire/ -- OREO, America's "wonderfilled" classic cookie, tops this year's list of Kids' Most Loved Brands, according to findings from the 2015 Young Love® study of over 7,000 kids and their parents. OREO beats out last year's #1 brand, iPad, as well as iconic powerhouses such as Disney, McDonald's, and Netflix. OREO also ranks #3 among moms this year, making it the most powerful family brand of 2015.
OREO owes its success to four key elements: heritage/nostalgia, great taste, seemingly-unending product innovation, and a fresh marketing campaign that leverages the brand's interactivity and resonates with American families. The study also points to the shareable moments the brand creates within families at a time when contemporary kids and parents are eager to reconnect.
Among the tens of thousands of open-ended responses in the Young Love study, an 11-year-old girl summarizes: "I love OREO because they are fun and taste good with milk, and I love my dad's milkshakes with them." "OREO is something fun I can have with my kids. I always loved OREO as a kid," a mother of a 9-year-old boy adds.
Wynne Tyree, president of Smarty Pants® market research firm that conducts the annual study continues, "OREO owns 'the dunk.' Countless kids and parents reference their love of dunking OREOs in milk. It's a reminder that OREO has done a great job of not only creating a cookie, but owning an experience."
| TOP 25 KID BRANDS, 2015 |
||
| RANK |
BRAND |
KIDFINITY SCORE |
| 1 |
OREO |
880 |
| 2 |
M&M'S |
863 |
| 3 |
Netflix |
857 |
| 4 |
iPad |
856 |
| 5 |
Hershey's |
856 |
| 6 |
Doritos |
850 |
| 7 |
YouTube |
844 |
| 8 |
Disney |
843 |
| 9 |
Lay's |
839 |
| 10 |
Cheetos |
839 |
| 11 |
Reese's |
839 |
| 12 |
Skittles |
838 |
| 13 |
Nickelodeon |
833 |
| 14 |
Minions |
832 |
| 15 |
McDonald's |
830 |
| 16 |
Kit Kat |
825 |
| 17 |
Chips Ahoy! |
824 |
| 18 |
Crayola |
823 |
| 19 |
Goldfish |
822 |
| 20 |
Pringles |
820 |
| 21 |
Toys"R"Us |
818 |
| 22 |
Disney Channel |
817 |
| 23 |
Apple |
817 |
| 24 |
Fruit Roll-Ups |
816 |
| 25 |
Xbox |
813 |
Methodology
Young Love is a brand equity tracking study conducted online among a representative sample of U.S. households with children ages 6-12. In 2015, 7,054 children and their parents evaluated 283 consumer brands across more than 20 categories as part of the three-month study. Kidfinity™ scores are a composite measure on a scale of 0-1000 that factor in brand awareness, love and popularity.
About Smarty Pants
Smarty Pants, LLC is a market research consultancy with offices in New York, San Diego, Boston and Johnson City, Tenn. The firm conducts youth and parent research and guides marketers on brand positioning, new products and consumer trends. For more information on Smarty Pants and the Young Love study, visit www.asksmartypants.com.
| Contact: |
Amie Owens | 617.653.7137 |
SOURCE Smarty Pants, LLC
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