But what the hell. Here is another one.
Now, I am not sure what people are upset about. That consumers are being “fooled” by ads?
Sometimes the naivete of “social media experts” is exacerbating. It is like they have never seen the underskirts of business. There are practices I have seen that would make you blush – and this is the type of deception that I am really against.
– Sub-contracting out parts of your supply chain or process to save costs, that may present a danger to your consumers
– putting “fresh” products in a fridge and charging a price-premium even though it is actually a shelf-stable product
– introducing a new weaker formulation as the standard product, and using the old formula in a “uber” range extension and charge people more for it
– putting products into smaller packaging and charging you the same as the old (and bigger) size
– and one that is my absolute BUGBEAR – charging you import prices for import brand beer that is brewed locally or not from the original country (my favourite recently was “import” Saporro that was brewed in Canada)
Stuff like that is the deception that shits me – where consumers are blatantly ripped off, or their health and safety is put at risk.
Now – putting a video up on youtube where the ultimate consumer response when they find out the truth is either “Wow, they got me there!” or “Assholes – they tricked me; I’ll never buy that!” to me is not something that as marketers we should be screaming loudly about.
We should be standing up for consumers, not our own little patch of self-interest on the right and wrong way to do things.
More on this later…promise
(and just as a disclaimer the company I work for is owned by the same people who own Naked. I’ve never cared much for Naked, but I think Adam Ferrier sums it up quite well here.)