- Wed, February 09 2011
- Filed under: Marketing essentials
I get some pretty strange pitches as a blogger. This one caught my attention: A music video about nutrition labels aimed at tweens. As parent of a tween, I started worrying the second I started reading the pitch. A “viral video?” For “Tweens?” About “nutrition labels?” Uh-oh.
Then I saw the lyrics:
Everybody wants a simple way
To maintain a healthy weight
And we all want to get the most nutrition out of what we eat.
There are no magic answers but there is one powerful tool we often overlook
The Nutrition Facts Label.
I tested the video with my own Tween, who fell onto her bed laughing hysterically. I don’t think that was the intention. And by the way, last I checked, she wasn’t grocery shopping or eating a school lunch that came with nutrition labels. Is this the number one way to get her to eat healthy? She thought it was a joke. I said it wasn’t. Then she wanted to know: “Why does this video have old people buying things?” When I tried to explain the apparent purpose of this video, she said, “Why does reading a label make you healthy? You have to actually understand nutrition and change what you eat for that to work.”
By the way, she can be receptive to messages on nutrition. She loved the documentary Supersize Me and after watching it, she never ate McDonald’s again.
When people’s health, well-being and survival is at stake, we need to do our job extraordinarily well. That means doing the hard work of understanding how to truly connect to others and compel them to action. Putting finger-wagging, irrelevant information to a beat is not marketing. It’s malpractice.