Companies know that tweens loves their sports, and their star athletes. With tweens influencing $150 billion of their parents’ spending, it's not surprising that marketers are selling just about anything to tween athletes. Tweens and their parents will apparently buy just about anything in the hopes of being victorious.
These relatively new, tween-specific products show that advertisers can sell anything under the guise of making tweens winners.
- Nutrition Supplements. Playmaker Nutrition recently announced its launch of a line of supplement products targeting tweens. In addition to launching the line of supplements, Playmaker Nutrition plans to use its Web presence as a springboard to fitness and nutrition tips to help improve athletic performance, adopt a healthier lifestyle and maintain optimum wellness. The supplements are endorsed by the company's playmakers Carlos Gonzalez, Lindsay Vonn, Darren McFadden and Kevin Love. Am I the only one who thinks nutrition supplements aimed at tweens sets a scary example for seeking pills or chemicals to boost performance? Lance Armstrong was banned from cycling for life yesterday, so maybe that's coloring my view, but really, it starts somewhere, right? Or is this no different than a vitamin?
- Greek Yogurt. Yup, there is tween specific yogurt. Perhaps I shouldn't be shocked to find tween yogurt given that there are several varieties of yogurt aimed at little kids. But Ad Week said that the new Chobani Champions line is aimed at tweens. Jenny Finch endorses this product that has the slogan "Win the Day."
- Bandages. Safeskin Sport Wrap is a colored bandage to support sprains and strains that seems awfully similar to an Ace bandage except that it is water resistant and doesn't require the clips to hold it in place. I have to say that it never occurred to me that such bandages could be marketed to tweens.
Do you think any of these products will actually enhance tween athletic performance, or are they just another way to cash in on the buying power of tweens? And if they do boost tween performance, is this an okay way to do so?