Free - 10% of Nothing!

Okay, I admit that I have already written about some of my frustrations with loyalty programs that center around getting a store credit card for 10% off one's purchase for one day. It has always seemed to me, that in order to offset the huge hassle of having another credit card to manage every month, that you need to be buying at least $900 of merchandise to get a $90 discount.
However, on the opposite end of the spectrum, over the week-end, I got offered 10% off nothing! I had bought something in the store for about $50 and in the process of taking it back, found something else I liked for exactly the same price. Consequently, I decided just to do a direct swap - return the item I didn't want and buy the one I did. In the process of doing the transaction, the sales associate asked me if I wanted to save 10% by taking out a store credit card. I asked her whether it was possible to save 10% on nothing since I didn't owe anything. She looked at me like I was barking mad and asked me what I was talking about. The more I tried to explain, the more convoluted our conversation became until I finally just had to stop trying to clarify the issue and tell her that I would regretfully pass on the credit card offer.
Oh well - at least it provided me with a chuckle........

Diet Sodas Are Making Me Fat!

Okay I can't say that I blame the companies that make diet soda for doing so. It is an amazingly appealing product concept - a drink that actually tastes good, is refreshing and doesn't have any calories. Undoubtedly, this extremely attractive combination of benefits is why diet sodas have thrived for so long in a marketplace where many other diet and low calorie products go by the board because they just don't taste very good.

I myself have been a diet soda addict for a long time. Often when I am trying to cut back on calories (which is almost all the time), I will treat myself to a diet soda or two at meals because they are so much more satisfying as a beverage than plain old water or unsweetened tea! I am a bit of a hedonist at heart and have never been able to totally get my head around the water and lettuce leaf way of life.

However, I had rather a nasty realization recently and that was that diet soda was actually making me fat. I don't know whether the manufacturers of this wonderful stuff realize it, but diet soda actually increased your appetite. When I am being good and just drinking water with a little lime or lemon juice in it (boring) I am far less hungry than when I drink diet soda. Now I know that there are many super models out there, one of which I am not, that live on diet soda, coffee and cigarettes and find them to be an essential part of weight control. For me, it doesn't work. The moment I have a diet soda before lunch, my appetite immediately doubles and I tuck into a double portion of ranch dressing on my salad with the french bread on the side and still find myself considering some sort of sweet for afters.

So what is the solution? Perhaps those wonderful people who make the stuff could find a way to do it so that we actually felt full after drinking one instead of wanting to eat the carpet. Has anyone else had this experience or am I one of the unlucky few that don't get to enjoy the real benefit of drinking something that is both calorie free and delicious?

The Fat Trap

Okay I admit it, I love to buy something that says 'low fat' or 'less fat' because it suddenly transforms it from something that was bad for me into something that is good for me. That ice cream that a moment ago I was determined to resist because it wasn't on my healthy eating plan, instantly becomes acceptable once it has had a few grams of fat taken out of it. So you can imagine my horror the other day when I was in the supermarket and I realized that the Country Crock Light Butter Spread had the same amount of fat and calories as the regular Country Crock Butter Spread. How can that be? Well on closer inspection I realized that even the regular spread claimed to have half the fat and calories as regular butter, so I guess they decided that no one would notice if they introduced another version with exactly the same nutritional profile but that this time actually announced that it was lighter! This was definitely an instance where I felt that the marketing of the product was seriously setting out to mislead me, while at the same time wondered whether they thought that most of us are complete morons and unlikely to ever compare the two products. I can't say that it has actually stopped me buying the product, but perhaps made me feel a little less warm and fuzzy about the people who make it!

The Good Reports

Has anyone else seen the 'Good' Reports that Starbucks is doing right now?
I know that Starbuck's equity has been a bit rocky in recent months, but I think that this is one thing they are doing that goes a long way to rebuilding it. They are taking the time to write these reports on key political, environmental and societal issues that we should all be aware of but perhaps don't spend enough time independently researching our facts. Starbucks has now brought us these handy little guides to help us learn about everything from Carbon Emissions to Immigration. The thing that I like best about them is that they really speak to Starbuck's commitment to bettering our lives in the broadest sense and to doing things that aren't always profit related. One of the biggest problems that a lot of companies have when they get into cause related marketing is doing something that is clearly driven by a desire to benefit society rather than a desire to improve the bottom line. This is becoming increasingly difficult as consumers become savvier and less trusting of the corporate world. Having said that, I do think that Starbucks has found a simple, easy to understand marketing tool with its 'Good' Reports and I would be interested in hearing if other people have an opinion about it or have other good examples of effective cause related marketing.