Question 3
New York had an anti-soda campaign in 2009
called “Are You Pouring on the Pounds?” I have included a link to one of the
videos below. What are your thoughts on campaigns like this? Do you think they
impact consumers? How so?
posted by Unknown @ 8:32 PM
13 comments
13 Comments:
The video definitely made me feel uncomfortable and would hesitate about drinking soda! Although the images may be exaggerated to induce negative reactions, I think they are effective. It makes the viewer think about how "only" 1 can of soda per day can make such a dramatic, undesired result by the end of the year. These campaigns certainly come on strong, but I would imagine effective results.
However, I also wonder if it is because I am more health-conscious than the average person, and do not like soda anyway that makes me think the way I did watching the video. I wonder how people who love soda would react to that video. I can imagine some people finding it funny, and perhaps just laughing at it and moving on with their day. Regardless, I am sure it would impact quite a few number of people out there who drink that one can of soda a day thinking it isn't a big deal by making them think twice about that one can. I also liked that they provided a brief list of alternatives.
But I think they can improve effectiveness by mentioning health effects besides weight gain, or what weight gain can increase the risk of - obesity, T2DM, heart disease, etc. But that would require a longer ad also...
I really don't think I ever want to watch that video again....that was pretty disgusting!
I think to make an impact, the campaign would have to be a little more professional for consumers to take it seriously. The music and filming for this short clip did not seem highly credible to me. I think this is where sponsors are needed to back campaigns and encourage consumers in following them.
Depending on who is in the video or supporting it will depend on who follows the lead. If current role models and media icons promote the consumption of water and other SSB alternatives, I think that future generations will be encouraged to start consuming these beverages as well. This currently makes me think of Michelle Obama and her FNV campaign - check it out, if you haven't started following it! https://www.facebook.com/pages/Team-FNV/971253946248104?fref=ts
Eew. It certainly catches your attention. I agree that it would be beneficial to have some added credibility and professionalism. Just thinking about the ad now, the I don’t even really remember the beverages mentioned, I just keep thinking how much I would gag if I had to put whatever was actually in that cup in my mouth. So, I think it distracts you from the point of the commercial. I did like the alternatives offered at the end, but I think they needed to have a more prominent position in the ad. They were a bit over powered.
Role models, definitely a good idea Jenn. Health is certainly becoming more of a trend, but many people aren’t sure what healthy means. It is hard to explain, being a term that is somewhat relevant to the circumstances. Advertising from companies trying to bank on this trend by touting the health benefits of the 5g of whole grain in their fat and sugar loaded granola bar makes it even more confusing for consumers. It needs to be simplified, like a “drink this not that” scenario. Making water, milk, and other low calorie option trendy while mentioning their benefits. We honestly need a culture shift for health, but that will take time and lots of promotion and education on our part as future RDs.
+4, that was the grossest thing I have ever watched. With that being said, I agree with Vivian that these dramatized images of excessive soda consumption may prove to be effective for some but perhaps not all.
After watching this video, it reminded me of what we learned in our psychology courses about operant conditioning. In this case I feel that the use of Positive Punishment is attempting to be applied here by adding negative images creating adverse reactions in order to decrease the behavior of SSB consumption. However, punishment is not always an effective way to decrease the likelihood of a behavior. It may only temporarily decrease the behavior for a short while through the emotional or physiological response to watching the video (loss of appetite..).
As previously mentioned by Jenn, the video does certainly lack credibility and is in need of a more professional appearance before consumers can really take this seriously. They may not fully understand the underlying message of the video and simply laugh it off. As Vivian mentioned, the addition of more information on health effects would provide support to this as well.
Interestingly, upon reflecting on this video Gina is exactly right. I remember little to no references to consuming specific beverages but can vividly remember the glass of "fat." I think a stronger focus on what the advertisement is trying to convey is necessary for a lasting message to be left with viewers. The only thing that sticks with me is the nasty cup of gunk. There is potential here, but a different approach is needed, in my opinion, to truly impact consumers' purchasing and drinking habits.
I actually showed that video when I went into a fourth grade class to teach nutrition. The video definitely is an attention grabber, but I’m not sure if it is the best way to get the point across. I agree with Gina that the shock factor from the glass of fat distracts from the true message that they are trying to convey.
On the first day of rotations, my preceptor told me that 3500 calories does not equal a pound. She talked to me about the microbiome and how that plays such a large role in our digestive system. More and more information is being discovered about the gut bacteria and how the food we eat impacts the bacteria. I understand their logic behind the one can of soda a day would equal this many pounds a year, but there is much to it than that. The gut bacteria doesn’t thrive on the sugary beverages, so drinking soda could actually destroy some good bacteria and cause more health issues than weight gain.
I think they definitely impact consumers, however not necessarily with the message they were intending to get across to the viewers. While they were looking to promote/inform you that drinking SSBs will cause weight gain, it caused such a powerful response (such as a loss of appetite) that it lost the overall affect they were looking to portray.
I agree with Gina and Abby that this is not a video that would be easily forgotten and it would definitely catch the consumers' attention, however their needs to be more of an informational background to make the moral of the ad more memorable.
That is a great reference to your psychology class about Positive Punishment John! I also briefly recall learning about that in a class and I agree that punishment is not always the answer. Perhaps instead, it could be a commercial promoting refreshing and tasteful things such as iced cold water, fresh squeezed lemons, and a warm day to get your taste buds craving water. This would be more beneficial in the long run to promote a better alternative (water!) instead of showing this disturbing commercial because it caused me to discredit the source and ultimately disregard the message.
While everyone understood the “wow” and “gross” factor of this video, Gina brings up a great point about how the overall message of the commercial might be lost to consumers. I liked how John was able to relate this to the concept of Positive Punishment, where the negative image is meant to create a positive outcome. As an alternative approach, I liked the idea that Jenn had about using celebrities or role models to promote healthy options. When I think of soda campaigns, I think of Beyoncé with Pepsi and Taylor Swift with Diet Coke. What if these celebrities were to promote water instead? I also thought Steph made a good point about how instead of showing gross images, like the ones in the commercial, we could use refreshing images to quench our thirst in a positive way. These are great ideas, everyone! Are you sure you aren’t marketing students?
Thanks Amanda for that tasty video :) The disgusting factor was full force in this video, but I agree with Jenn and Gina that the message might of been lost due to the over dramatic use of the fat in a glass. I do think sometimes consumers need over dramatic to get the point across. However, sometimes consumers who lack educational background will misinterpret adds like this and take it literally. For example, if I drink soda it is the same thing as eating a big glass of fat when in reality that is not exactly what the marketer is trying to convey. I think to make this video more effective the advertisers could show the man drinking the fat and then explain how drinking sugary beverages over time can cause a person to accumulate unwanted fat and then briefly discuss the health complications associated with excess fat for example T2DM, heart disease, and obesity as Viv mentioned.
During a few of my undergraduate classes I learned there is a lot of science and work that goes behind marketing/conveying messages to the public. While this video would definitely catch people's attention I don't think it accurately portrays the information, as we know soda isn't high in the macronutrient fat, like Carly mentioned. I think a more effective video would be one that showed an individual who gained weight or had other negative side effects from excessive intake of SSBs. This marketing strategy is used today with the anti-smoking campaigns, these campaigns have previous smokers describe and show the horrible effects smoking did to their bodies.
Abby- that is really interesting what you learned from your preceptor! I had never heard of that before.
As far as the advertisement as a whole goes: WOW, can you say shock value? I was a little disturbed by the imagery, but I suppose that is what some consumers need to pay attention to a message?
I agree with Carly and Sophie that the actual accuracy of content wasn't quite there....but I can see sort of where they were going and how a consumer might make sense of it. I guess that is why they should hire R.D.s to work with the marketing staff to make an advertisement that is effective and accurate?
I am wondering what sort of positive messages marketing staff with that sort of creativity could come up with. Instead of making soda look bad, make the alternatives look more desirable?
Jenn brings up a great point about professionalism of the video to increase the credibility perceived by viewers. I also agree with Gina that the video may distract viewers from the main point of the video: to consume less sugared beverages.
It sure captures attention and has shock value like Des said, but what are most consumers taking away from the video?
Abby shares some very interesting information also! We need to teach the public about health concerns rather than scaring them from certain food items using weight gain. Much of the public already has body image issues due to the impossible standards set by media and celebrities, I don't think it is healthy for the public to watch more ads emphasizing fat and pounds.
Good point Viv! I hadn't even considered how body image might play a role in this discussion. I think sometimes it is hard for me to step out of the "nutrition bubble" I live in. I think it would be interesting to show this video to a variety of "normal" consumers to see how they respond, and hear what they actually take away from the advertisement.
Jenn thanks for the link! I can see how this would make you think of the FNV movement. Some of those images made me laugh. I look forward to what will come from FNV, I feel like it is making nutrition trendy and I love that. Maybe they have some ideas for a lemon water advertisement Steph?
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