Dear Readers,
I have read an interesting article about how the marketing and placement of a specific product can affect not only how the public views this product, but also the group it is targeted to. For this article I will focus on carrots, and how one advertising agency was able to make carrots kid friendly.
Bolthouse Farms moves nearly 1 billion pounds of carrots every year. Buying carrots is a typical, common thing. You buy them when you need them, and buy more once they're gone or go bad. No biggie. Crispin Porter +, an advertising agency was tasked with re-marketing them. They took the idea of "bunny balls", (a carrot product produced in the 1990's) and modeled their marketing plan after it. What to people (mostly kids) like?
Junk food.
And what is Junk Food?
Fun.
Every other marketing agency made carrots out to be the antidote to junk food. Carrots, in this regard are marketed to be the junk food. So they set up a bunch of radicool marketing campaigns and it seems successful so far. It just goes to show that out perception of an item matters more than just our initial thoughts of the base product itself, though carrots are pretty much just carrots in this industry, who knows, carrots could be the new Doritos years from now!
-JC
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