Just to confirm what said in the previous post on the heavy investments in online food marketing to kids, I pass you the link to the new Calippo website launched in Spain. The Web has been integrated with Tv advertising to provide an engaging experience to young consumers.

The result is very colorful, quite slow to load and somehow funny to explore (for 15 seconds...). Of course user generated content plays a role on the website, as visitors are invited to submit their video with "a change of perspective".