Taste is relative

April 12, 2007


So I got a response from Kraft regarding Honeycomb cereal…

Hi Corey,

Thank you for visiting www.kraft.com/responsibility

Our policy is to be sure all advertising claims are supportable, neither false nor misleading.

Our Market Research Department conducts studies among representative groups of consumers. For nutritional claims, we make claims only after a thorough scientific analysis of the respective products involved.

We draft conclusions from studies that reflect consumers’ opinions on a national basis.

When appropriate, advertising is developed from studies. We take great care in the exact wording and overall impression of our advertising.

All advertising claims are reviewed before approval is given.

We base all of our advertising on this procedure; that is why we feel we may justifiably make such a claim.

If you haven’t done so already, please add our site to your favorites and visit us again soon!

Kim McMiller
Associate Director, Consumer Relations

In other words, this was the act of a study group. They used the opinions of 10 people to come to this conclusion. I’m fine with that in practice. But as someone in the advertising field who believes that truthful and non-misleading advertising will, in the long run, pay off by not alienating customers and not giving them another reason to ignore your messages.

Common practice, yes. Truth (or accuracy, more specifically) in advertising, barely.

Simply put - don’t tell your customers if something tastes better. Let them figure it out for themselves.

Advertise a great new taste. Promote a new recipe. Challenge the customer to try the cereal. But don’t make the judgment for them – regardless of what your study group says.

Nothing will change, it’s just the nature of the business.

Carry on.

Tags: Advertising and Marketing, Annoyances, Random |

Comments

One Response to “Taste is relative”

  1. Megan on October 17th, 2007 858 am

    Hey, Corey!

    I just bought a box of Honeycomb specifically because it said “Now Better Tasting!” and here’s why:

    In the end of 2006 Post changed the Honeycomb formula to be more healthy (more fiber and whole grains and stuff), and I’m sure it was, but it ruined the cereal’s taste and texture. Just google “honeycomb cereal formula change” to find lots of people who agree on that point. That’s what I did to find out if I was going crazy after I first tasted the new, healthier Honeycomb in January.

    I was relieved to find I was not alone, and I joined the efforts of writing to Post to let them know how pissed I was about it, and that I wouldn’t be buying it anymore unless they fixed it. They wrote me back with a lot of the same type of BS they gave you along with a coupon for their cereal (impudent of them to send me a coupon for the stuff I’m complaining about, no?).

    So when I saw the “Now Better Tasting!” on the box, I had to get some to find out if they had righted their wrong. It IS better tasting now (IMHO)… at least better than it was after they changed it the first time, but it’s about the same as it was before that change, so if you never tasted the in-between stuff, I can see how this claim might seem ridiculous.

    That’s all.

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