Make Marketing History

The views of a marketing deviant.

Tuesday, February 05, 2008

When Heritage Goes Bad.

If you make a claim for your product/service you better make sure it's a reflection of current behaviour. This struck me when I saw the inside lid of the Haagen Daz just now. It says

We began more than 40 years ago with three flavors, and it took six years to develop a fourth. That's the patient and uncompromising approach we've taken to every new product we've created ever since.

A nice claim to heritage and authenticity except that, at that rate, they'd only have seven flavours and it sure didn't look like that to me when I was in the supermarket.


Blogger kaylen said...

it doesn't promise that they only worked on one flavour at a time.

9:50 PM, February 05, 2008  
Blogger john dodds said...

No - it says they launch one flavour every six years.

11:16 PM, February 05, 2008  
Anonymous Anonymous said...

A heck of a lot more than 7 flavors. I'm gonna go with the argument that they only have 7 good flavors though.

5:49 PM, February 06, 2008  
Blogger Robert said...

I think it's because WPP took them over and so there flavour process was 'fast tracked' to just get any ol' rubbish out!

1:24 AM, February 11, 2008  

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