Now better tasting!
April 12, 2007
Our cereal is making a strange claim.
We just bought a box of Honeycomb cereal. Kraft foods has placed a new label on the front – Now Better Tasting!
Wait. Says who?
Who has decided that Honeycomb is truly “better tasting” than it used to be? What research have they done to back up this claim? What changes did they make?
I’m sure verbiage like this sells cereal all the time. The cereal industry has conducted plenty of focus groups on what to say and how to product their cereal.
So maybe I’m a cynic when I say, “If it’s better tasting now, what was wrong with it before?”
“Why wasn’t it the best it could be previously? And how did you quantify a subjective claim?”
So, with these questions in mind, I decided to ask. I went to kraft.com and sent an e-mail:
I have recently purchased a box of Honeycomb cereal. The box says “Now Better Tasting!” right on the front.
My question is this — how can you quantify “better tasting?” What research or changes were made to make Honeycomb “better tasting?” How can you account for personal taste on a cereal box?
I’m just a concerned customer wondering how accurate your cereal’s claims are.
Thanks,
Corey Vilhauer
Let’s see what they say. I want to know how they can make such an unquantifiable claim – to become so subjective in saying the cereal is now “better tasting.” It can’t be proven. I might not like it at all now.
Let’s see if this was an empty marketing ploy or a true-to-life statistic.
—
And the response from Kraft…
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. 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.
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Good article! I LOVE the reply from Kraft. It’s almost as if Ms. McMiller was thinking: “Oh great, another smarty-pants” in her reply. I doubt she had any idea the reason behind your inquiry. I am surprised though, that you received a reply at all.
You are absolutely correct saying that advertising shouldn’t make judgements for the consumer. That method of advertising may have worked in the 1950’s, but consumers are much more likely to be offended than in the past.
Thanks!
Don