Posts Tagged ‘packaging’

Let’s do a little roleplaying. Pretend you’re a kid. Say, 5 or 6. And you’ve been playing, and you’re thirsty, and mommy has just come back from shopping, so you ask mommy if you can have some grape juice, and she says yes.

So you go to the bag of groceries and find this bottle of Fabuloso. Looks like grape juice. Different brand than Welch’s, but mommy always buys different things depending on what’s on sale that week. You’re pretty sure you’ve heard the word on the label. You think it means really cool.

So you twist open the top… it’s hard, like some caps are, but you get it. And you pour some into your favorite sippy cup. And you only spill a little on the counter and a little more on the floor. And then you drink it… and it burns going down, and you cough, and your tummy feels like it’s going to explode… and then you pass out, vomit, and choke to death on your own vomit, all before mommy finishes unloading the car.

Well, that was fun. Luckily, it was just roleplaying. No 5 year old would ever drink cleaning fluid, right? Especially not when it looks like this…

Fabuloso multipurpose cleaner: brightly colored, fruity smelling, and packaged in bottles that look like soda or sports drinks

Pretty bottles all in a row. Delicioso? No, Fabuloso!

Oops. Yes, my friends, that is a picture I took today of a supermarket shelf full of Fabuloso in all its glory. What beautiful packaging! What clever branding! What a great idea! Let’s make our multi-purpose cleaner look like a sports drink or juice and smell like one too. Cleaning is yucky, but everybody likes Gatorade.

What the heck were they thinking? And by the way, if you don’t think anybody would actually mistake Fabuloso for a sports drink or juice, check out this article in The Roanoke Times from 2006 that cites research by a physicians group that documented 94 cases of accidental ingestion in the first 6 months of that year in Texas alone. According to the article, many of the cases were children under 6 years old.

Perhaps that’s the most amazing thing to me: Fabuloso, which is made in Mexico, has been on the market in the US looking pretty much just like this since 1997, and according to Colgate, meets the standards of the U.S Consumer Product Safety Commission. (To be fair, they added a child-safety cap in September of 2006. And everyone knows how foolproof those are.)

Somebody at Colgate Palmolive made the choice to color bottles of Fabuloso like sodas or juice drinks. Somebody made the choice to package them in plastic bottles that look just like a sports drink. Somebody made the choice to make them smell fruity. And somebody made the choice to name them Fabuloso, which sounds absolutely… delicious.

So can someone please explain to me why didn’t someone else with half a brain and an ounce of common sense try and stop them?

Are you the kind of person who enjoys reading product packaging at the table?

I am. I’ll read anything, even if I don’t eat it. The story of how my natural Sea Salt gets from the sun drenched shores of the Mediterranean Sea to my table. The instructions on how to properly fold a US Flag as part of a Leann Rimes/US Flag promotion on the back of a Kelloggs Corn Flakes box. The exotic ingredients below the parrot on the beautiful label of a bottle of tangy Pickapeppa Sauce from Shooters Hill, Jamaica. (Mangoes and raisins? Mmmm.)

Recently I was reading the side of the Silk Soy Milk carton while having breakfast with my family, and found myself first educated, then disappointed and finally, offended.

Now don’t get me wrong. Silk has a great story, which I learned from reading the side of the carton. I quote, “Did you know that every delicious drop of silk is powered by clean, renewable wind energy?” On the carton I also discovered that Silk has 11 essential vitamins and minerals, natural Omega-3s and antioxidants, 20% less fat and calories than 1% milk, 30% of your daily calcium per serving, and 6.25grams of soy protein per serving.

So I’m thinking now I’m an expert on Silk Soy Milk. I could answer any Soy-based question they asked me on Jeopardy, even one in Final Jeopardy for all the marbles. I could be the lifeline a friend calls on “Who Wants To Be a Millionaire” when the question is “How many grams of protein are in an 8 oz. glass of Silk Soy Milk?”

And then I get to the “Test Your Soy-Q” side of the box. Man, am I ready to rock or what?

What follows is the actual copy on the carton (and as such I’m sure is Copyright 2008 by Silk or whoever owns it now):

  1. Silk is full of surprises — including some flavors and varieties you might not expect. Can you spot the imposter in a Silk Soymilk lineup?   A) Silk Light Vanilla   B) Silk Banana   C) Silk Chai   D) Silk Plus Fiber
  2. Silk’s so delicious, it’s easy to get carried away. However, Silk is not intended for use in:  A) Coffee   B) Macaroni & Cheese   C) The Bath   D) Smoothies
  3. Nine out of ten Silk drinkers agree that SIlk tastes best:   A) Nice and cold   B) Among friends   C) On weekends   D) All of the above

Not done learning? Good for you! Visit http://www.silksoymilk.com

Answers:

  1. B — Yes, we have no banana. But we do have Vanilla, Very Vanilla, Chocolate Mocha, Cofee, Plain and unsweetened — Plus a few more that we can’t squeeze on this carton. (Visit us online to learn more!)
  2. C — Although we’ve heard some stories.
  3. D — The tenth guy thinks it tastes best in the bath.

Shockingly, I didn’t get a single answer correct. So, why am I disappointed and offended by this cheesy yet innocuous piece of drivel on the side of a box of liquid squeezed out of a bean masquerading as the fluid produced by the mammary glands of a mammal?

Because as a marketer, I was disappointed that Silk wasted the most interactive, engaging element on their packaging with bad jokes and incompetent cross sell. As a customer, I’m offended because Silk enticed me with the tasty promise of ego gratification based on my ingestion of their product attributes and then made me feel stupid for swallowing it. (Plus, I know if I’d just studied the right material prior to the exam, my Soy-Q would be considerably higher than it is now. Oh, the shame, the shame!)

But really, aren’t I making too much of this? I thought I might be, which was why I held off writing this particular post. Until I read a post by Seth Godin the other day about political spin, media outlets and marketers. Speaking of politicians lying, he says, “The spinners lie constantly. They lie with a straight face. They lie sentence after sentence, relentlessly…we don’t really know what to do in the face of non-stop lying. Is this person an alien? Do they think we’re stupid? How are we supposed to respond to the onslaught of disrespect?”

“Do they think we’re stupid?” And then it hit me. I felt personally disrespected by the Silk Soy Milk box.

Sure, as a marketer I care that Silk missed an opportunity to interactively engage their customers. And that if they’d actually asked some interesting and even challenging questions, customers might actually have been “Not done learning?” and “visited us online to learn more!”, thereby increasing site visits, deepening relationship and creating more and better developed opportunities for cross sell and product trial.

But why I’m really offended, what I really care about, is that they have so little respect for me, as a customer, that they think they can treat me like an idiot, and I’ll lap it up. It’s the same way I feel when Ellen Degeneres, whom I adore, tries to tell me that she doesn’t have any “people” who can get her into a Beyonce concert in that stupid American Express commercial. (Full Disclosure:  I have multiple Amex Cards, I love the company, and I wish Ellen and Portia all the best in their marriage.)

These are not companies who are ignorant of customer relationships. Far from it — both were built because they understood what their customers wanted and gave them something other companies did not. And they usually engage with their customers and prospects in an intelligent way. (After all, it’s not like we’re not talking about Budweiser, here.)

So can someone please explain to me why even good marketers sometimes create advertising that assumes their customers are too stupid to tell when they’re being treated like morons?