Last week, a new national campaign was released called SMART CHOICES. And while most of us obsess about making smart choices on just about everything that we come in contact with, this particular campaign is all about food labeling.. just in case you are too busy to read the contents–or don’t inherently JUST KNOW that a giant rainbow toucan usually reflects sugar content.. Brand images burned into our brains by the age of two–No pulling the wool over Will’s eyes when one tries to convince with the anti-fructose “healthy” version of Trix…but shouldn’t cereal be a little fun? Maybe I am dancing around my point, but I am really impressed by the boldness of this situation. This campaign (brought to you by a council of marketing geniuses) not only targets the zombie “I will buy it if THEY tell me to” consumer, but it is completely hypocritical about its entire existence.. Why couldn’t I come up with this one?
So, what is the big deal? As not just Americans, but as HUMANS (counting extraterrestrials and carnivorous reptiles) we are blinded on a daily basis by mass media, branding and marketing. Almost every second is spent with our senses being bombarded with something. Even the smells and scents of KFC and McDs–not to mention J.Crew and Banana… were created by a strategic plan to pull you in. One can only hope for a little honesty… But now, thanks to the giant machine of progress generating childhood obesity like we’ve never seen, we have SMART CHOICES… a check mark placed on the very products that you were questioning… But don’t worry, you’re smart–and it’s okay now — THEY TOLD US SO.
As if CHOICES were easy to begin with.
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Hi, got your addy from Twittermamas!We are all programmed to believe what we see. If we saw it on TV, it must be right. Or true. After all, we’re all protected by the “Truth in Advertising” law, aren’t we? Hundreds of business men and women are getting paid high salaries and bonuses to market and advertise items to get around that law.The key word here is “MODERATION”. KFC isn’t really bad for you. Eating it EVERYDAY is. Once every 4 or 5 months won’t kill ya. I have a box of Cinnamon Toast Crunch in my pantry. We don’t eat it everyday, as a matter of fact, I’m lucky if the box is done before it goes stale! Teaching your kids healthy habits helps. You are their role model afterall. They look up to us for guidance….”Mom didn’t say I couldn’t eat three donuts after school so it must be ok.” Hmmm…Keeping active is also a key component. And eating healthy foods. Hence the “SMART CHOICE” program. My mom would say “Eat a good meal, then you can have your treats.” In moderation, of course.Great blog!
I think that the balance lies somewhere in the middle– I think it’s ludicrous that fruit loops are a “Smart” choice, but I also think that the food companies need to preach moderation vs. making people think that because it’s “better” for them, they can eat a whole box. But then how can they make a bunch of money?If the cookie monster says cookies are a “once in a while food,” why can’t there be levels for the check-marks?I think that we are at the beginning of “the great reckoning” in food marketing (and I work in it). Companies are going to need to develop some sort of social conscience. Putting a check-mark on a box isn’t going to be enough. But skippy pb is pretty tasty.