“No additives and no preservatives!” “Made in the USA!” “Only natural ingredients!” We’re all familiar with advertising angles such as these, and they are becoming more and more ubiquitous across print, digital and TV. That’s fine. I’m all for food made with real ingredients and promoting products that are made here in our own backyard. And I’m all for companies touting these positives to the consumer.
Where companies such as McDonald’s, Walmart, and Kraft are going wrong is with one little word—“now”. The word “now”, as it is used in the three ad messages I’ll use to illustrate my point, implies that something is happening now that has not happened in the past. I’m not sure that is the best message for the advertisers to portray.
McDonald’s: McDonald’s is touting “new 100% white meat chicken nuggets with no artificial colors, flavors, and now no preservatives.” The word ‘new’ implies that it has never been done before, as does the word ‘now’. So we have to ask, why would McDonald’s want their millions of customers to wonder what they have been feeding their kids all these years? Read more