That is the only way to describe what Oreo in Argentina is doing inside COTO supermarkets. I recently visited the South American country and was blow away but the amount of advertising targeted to kids, teens and tweens; even more heavily than in the US. One thing that was also pretty obvious is that companies there are actually spending more dollars targeting kids today than they did a few years ago. Yes, they are going through economical trying times as well, but maybe, just maybe, they understand that marketing dollars should stay in place to benefit the brand and to increase sales.
Most people would think McDonald’s in the US is aggressive when it comes to targeting kids. Think again! What McDonald’s is doing in Argentina is considerably more aggressive than what I have seen in any of the countries I have visited. Keep in mind that the toys they use may be the same as the ones used by their counterparts in the US, however, their cost is considerably higher due to freight, taxes, duties, customs releases, etc, which can almost double the price of the item by the time it lands in their warehouses.
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