Monthly Archives: January 2014

Breaking Breakfast News: Froot Loops Are All the Same Flavor

And here I sit, a dejected consumer anthropologist, believing I had mastered the system of flavor-by-color. For years I have coded my candy flavors by color: red, blue, orange- knowing full well that they didn’t deserve their “fruit flavor” designations but that the dyes and chemistry had earned them their own flavor category. Imagine my shock now that it has been revealed that one of my favorite candies – cereal (that’s a whole other blog) has been flavored with LIES!!!!!!

NewsFeed

We hate to be the ones to tell you this, but: you’ve been eating a bowl of lies for breakfast … and you probably liked it.

Turns out that the delicious, multicolored O’s that make up Froot Loops don’t actually represent different fruit flavors. Reddit’s Today I Learned series recently unearthed a 1999 article from the Straight Dope, which confirms that “according to Kellogg’s, all of those delectable loops are flavored the same.”

If you fainted into your cereal bowl after reading that, you’re not alone. We’ve all been misled by those tempting lime green, orange, purple, yellow and red loops into thinking they are lime, orange, grape, lemon and cherry and/or strawberry flavored, when, in fact, they all the same flavor. That flavor? “Froot,” which according to Wikipedia, stems from “a blend of fruit flavors.”

The good folks at Food Beast did some scientific blind testing and…

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Categories: American Culture, Consumer Anthropology, Consumer Culture, Food, Marketing, Uncategorized | Tags: , , | Leave a comment

Coca-Cola Life Launch: Inspired Creative

Growing up comes with a number of sacrifices that double as blessings.

One: starting to pay more attention to your diet and your health. It’s the right thing to do and comes with it’s rewards: a better quality of life so you can enjoy your adulthood with minimized physical discomfort.

Two: having kids. They uproot your entire world and lifestyle. You forget what it’s like to sleep for the first few years and basically give up your privacy and sanity. But it’s totally worth it and from what I hear the most rewarding sacrifice their is.

Coca-Cola has recently launched a Coke for said grown ups (in Argentina – but coming soon to the US)- a low calorie Coke made with Stevia instead of artificial sweeteners. The target: adults if a certain life stage who still want to enjoy but know they need to start thinking more seriously about their health.

The product: Coca-Cola Life. The tag-line: “open your good nature”. The insights for this initial launch creative (which I am proud to have played a small part in bringing to the fore) are all about how we grow up and learn to enjoy our life by not just living for ourselves. It’s about how being good to yourself and doing for the sake others has it’s rewards.

This add illustrates these insights so well it makes me laugh and cry – and is getting a fair amount of recognition for Argentina’s Santo agency:
Argentina Coca-Cola Life ad

Categories: Uncategorized | 1 Comment

A Few New Year’s Resolutions for Anthropology Blogging

Love seeing anthropologists make a point to advance the thinking and practice of their practice. Consumer Anthropology is one space (where I play) that takes theory and applies it to a other space. It’s not always perfect but we always learn and continue to evolve our “best practices”. But as the world changes so do our methodologies. It’s a fun space to grow in and love seeing other anthropologists think broadly.

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