Healthy brand extentions targeted at adolescents: can products encourage healthier eating habits and still be fun?

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThis study aims to understand if launching healthy extensions of brands that have high acceptance among adolescents could contribute to healthier eating habits. We also analyzed the impact of this launch on brand image. We conducted a survey with 121 Brazilian teenagers and used the market leader brand to study the hypothesis. Results showed that brand preference remained very high with the introduction of the new reduced sugar product, although this caused significant effects regarding brand image. These effects vary regarding age and gender of the child, and also whether the adolescent had already engaged in weight control practices