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Viacom Introduces Healthy Snack Ads


Kid Ad Law
April 25, 2008

Viacom Brand Solutions (VBS) announced it will launch the second of a series of advertising partnerships to promote healthy food alternatives for kids.

Beginning in May, Nickelodeon will run commercials featuring popular characters such as Dora the Explorer and SpongeBob SquarePants promoting Kidsnax health bars. Kidsnax products include Real Fruit Bars, which contain 99.9 percent real fruit.

The ads are part of VBS's "force for good" initiative, through which VBS matches the advertising investments of companies seeking to offer healthier food and drink alternatives "pound for pound."

"The collaborative approach from VBS has been devised to show that the promotion of healthy food alternatives will drive a greater change of attitudes towards food than advertising bans," VBS said in a statement.

The Kidsnax initiative follows a "shared-risk airtime campaign" in 2006, which promoted Ella's Kitchen 100 percent organic health food snacks. The success of that campaign "demonstrated the VBS partnership was vital in promoting healthy food choices to kids and putting the products within reach of consumers," VBS said.

Read VBS's statement about the Kidsnax campaign at



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