Thursday, February 23, 2012

"The king-sized Snickers has been dethroned."

An article from NYDailyNews.com, posted last Friday, stated that Mars Inc. will stop producing their king-sized Snickers bar because of the hefty 510 calories it packs under its wrapper.

http://articles.nydailynews.com/2012-02-17/news/31073346_1_chocolate-world-portion-sizes-calories

This is Mars Inc.'s first effort to shift their products--and thus, their company and brand image--to be more healthy and acceptable in our increasingly health-conscious society. By the end of next year, they will no longer produce any candy bar that exceeds 250 calories, keeping the sweet treats at a healthy portion size.



I think this is a wonderful--and SMART--shift in their marketing strategy: not only will it help people stick to smaller portions, cut back on calories, and possibly lose weight, but it will also be perceived as healthier and more acceptable by consumers, which will expand their target market to include health-conscious people. So while they are promoting a socially responsible product and health initiative to fight obesity rates, they will also hopefully see a jump in their profits. Not to mention, they will be cutting back on the variable costs needed to produce their "skinnier" bars.

Thursday, February 16, 2012

Rant on Supplement Advertising

I apologize for always taking about supplements, but... I'm going to just a little bit.

Working at The Vitamin Shoppe, I am constantly learning about nutrition, supplements, supplement manufacturers, industry standards, and new products being introduced to the market. So by now I have a pretty good eye for the things that are worthwhile (i.e. do what they should for you) and those that are not (i.e. BS).

Every single commercial I see on television for vitamins or weight loss supplements make me really angry, because they are SO misleading. They basically just hype the product up, but don't inform consumers about why they need to take it and what the effective dose should be. For example, in order for your body to benefit from an antioxidant like CO-Q10, you should be taking 50-100 mg per day, not 5 mg. It's simply a waste of money--and the 2 seconds it takes you to swallow the pill every morning.

My biggest pet peeve right now are the commercials about krill oil, glorifying it as the best source of omega-3 fatty acid. Wrong WRONG. Your body needs about 20 times more omega-3's than this source offers, so you really need to take regular fish oil (or flax if you're a vegetarian). The only reason for taking krill oil is the antioxidant value, which you could just buy separately for half the price.

This bothers me so much, because marketers are misleading consumers into needlessly spending their money. And the worst part is, they aren't flouting the rules of DSHEA, the legislation that regulates the industry. I would really like to see an amendment to the rules of DSHEA requiring companies to at least mention the RDA for supplements so they know whether they are buying a good product or not. Especially now that people are beginning to really take an interest in their health, they deserve to be fully informed.

Wednesday, February 8, 2012

Thank You Saint Valentine

Valentine's Day takes a lot of heat for being merely a commercial holiday, bolstered by marketers to boost sales. But wait...don't marketers take advantage of every single holiday??? There are ads and specials deals for Labor Day, President's Day, you name it! And marketers are always trying to boost sales, so why not market something that brings a little fun and love into people's lives in the middle of the cold and dreary winter? I say, gung-ho!



For me, all holidays encourage us to take time out of our busy schedules to appreciate the people we love. These special days allow for a mini vacation away from the norm and keep us looking forward to something through our piles of work. Holidays add flavor to our lives and are an excuse (as if we needed one) to celebrate!



As a consumer, I love to see all of the hearts, pinks and reds, and romantic sayings that are found everywhere we look. It's nostalgic for me, and adds just enough spirit to warm me in the dead of winter. Knowing that people look forward to this day and are looking for ways to make it special, I would absolutely take advantage of this as a marketer! Give people what they want. And that is to take time to enjoy themselves and the company of those they love.