Guest blogger Maggie Baumann, MA: I recently posted a story about "Binge Better," a marketing campaign promoting baby carrots. I don't slight baby carrots at all, but I do slight the way the ad company promoted them by saying that "binging" on them is a healthy behavior.
Binging on any food is an emotional response. It can be fueled by feelings of sadness, frustration or loneliness, and underneath those feelings usually lies a past history of abuse, trauma or neglect. People who binge are often struggling with both serious psychological issues and the physical ramifications of putting themselves at an increased risk for obesity. As an advocate for eating-disorder prevention and awareness, I found the campaign distasteful; baby-carrot marketers were trying to suck in buyers with the idea that eating baby carrots like "junk food" and "binging" on them is a cool thing.
Well, I wish I could stop there when it comes to examples of advertising
companies using unsavory tactics to get a food product to fly off the shelf, no matter how damaging the message used. But I just heard of another offensive campaign, this one for Snack Factory's Pretzel Crisps
. This past August, the new campaign for this snack item debuted, and its tagline was, "You can never be too thin."
As with the baby carrots, it's not the health value of the pretzels that is at issue. It's the fact that the ad campaign for these thin, cracker-like pretzels had a pro-anorexia message. In real life, yes, you can actually be "too thin" and die of starvation (or other medical complications associated with anorexia).
Who's writing these ad campaigns? They may be edgy and youthful, but the messages are deadly wrong.
When this ad hit, many were outraged with the unhealthy message, and the advertising
company promoting Pretzel Crisps ultimately pulled the ads. Whew! They listened -- but not for long.
On October 11, a new Pretzel Crisps campaign
was launched, and it may be even more offensive than the first campaign. This time, the tagline reads, "We're thin and stacked, so lose the old bag."
I guess the company didn't learn its lesson after its first attempt to market the product. They simply tossed around the words a bit and ended up sending the same offending message again -- with an added twist. The slogan this time implies that not only can you never be too thin, but you can also never be too busty or too young. I don't know why, but I am imagining a Barbie doll's distorted, busty and unattainable body ideal.