Taste is relative

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.

This was lovingly handwritten on April 12th, 2007