Day 041 - 28 Oct 94 - Page 57
1 Q. About 16?
2 A. Yes, 16 and up, but what comes out of those group
3 discussions -----
4
5 Q. 16 to what, though?
6 A. We do various splits. We do 16 to 24 and might be 26
7 to 35.
8
9 Q. That is what you were referring to as "young adults"?
10 A. Yes, I said the younger end of that. When you are
11 talking to the 16 year-old it comes out in discussion when
12 you track their life: "Did you go to McDonald's when you
13 were a child?" "Yes". "Did you always go to McDonald's?"
14 "No, because when I got to be about 12 or 13, I went off
15 the place; it is not a cool place to go because I used to
16 go there when I was a kid".
17
18 Q. McDonald's does have a lot of teenage customers, though,
19 does it not?
20 A. From 16 to 24.
21
22 Q. Younger than that as well, the earlier teens?
23
24 MR. JUSTICE BELL: In what you call the "tweens" or someone else
25 the calls "tweens"?
26 A. We have a number of those. I do not actually recall
27 exactly what that is. We are talking about brand loyalty.
28 They are not loyal to us as much during that period as they
29 are before, or when they come into the family position. We
30 would like it to be so, but they are not.
31
32 MR. MORRIS: But many of the children in the film, the
33 advertisements, were this age group, the 8 to 15 year-olds,
34 generally going in with their parents, but they were 8 to
35 15 year-olds, were they not?
36 A. We normally cast around that firm. If you take, what,
37 a 34 year-old parent, he back downs to what you normally
38 would expect those parents to have as children.
39
40 Q. What I am saying is that the adverts that are "tween"
41 adverts are geared at the adults as well as those
42 "tweens" ----
43
44 MR. JUSTICE BELL: Are they "tween" adverts?
45 A. No.
46
47 Q. That is the point, or are the ones where you have seen --
48 I think what the witness is saying is that the ones where
49 you see them going in with, sort of, 10 or 11 year-olds are
50 really aimed at parents who have children that age. That
51 may be right, it may be wrong and you may want to
52 challenge, but is that what you are saying?
53 A. Yes.
54
55 Q. Rather than at the 10 or 11 year-olds?
56 A. I am saying that, but it is not as literal as because
57 you see particular people in the commercial it must be
58 them. That is very much family advertising. In fact, the
59 family positioning of McDonald's is our key.
60
