Don’t risk getting burned by sending mixed messages
By Leo Valiquette
Global food giant Nestle is a champion for healthy lifestyles and good nutrition. At least, that’s the impression given by its well-oiled marketing machine if you take the time to peruse its flagship website, or the website of its Canadian subsidiary. From tips on how to get the kids off to school with quick and nutritious breakfasts, to its various environmental and charitable efforts around the world, Nestle is putting a substantial effort into building a very specific brand image.
But, as I heard from unmarketer Scott Stratten when he spoke last week at CIRA’s AGM, brand is something that can be influenced, but not dictated, regardless of how much time, effort and money is sunk into the effort. And it doesn’t take much to derail even the most well planned branding strategy.
Nestle prides itself on “responsible consumer communication,” particularly to children. In Canada, it is a member of the Children’s Food and Beverage Advertising Initiative, a “voluntary program created by 16 leading food and beverage companies. The program involves promotion and support of healthy dietary choices and lifestyles among children 12 years-old and under. Participants also focus on shifting their advertising and marketing emphasis to foods and beverages that are consistent with the principles of sound nutrition guidance.”
Advertising Standards Canada, the industry association behind Children’s Food and Beverage Advertising Initiative, even recognized Nestle and other participants last week for their upstanding efforts.
