Candy for Lunch

14 Jun
Goo Goo

Old ad campaigns on display at the Goo Goo Cluster store

On a recent trip to Nashville, I stopped at the Goo Goo Cluster store to buy myself a treat. The store doubles as Goo Goo’s “history museum,” and an old ad caught my eye. “A nourishing lunch for a nickel,” it said.

I had to giggle. After all: Goo Goo Clusters are candy, a mix of chocolate, caramel, nuts and marshmallow. Delicious? Yes. Nourishing? I wouldn’t say so.

And yet, Goo Goo advertised their candy as a “nourishing lunch” well throughout the 20s and 30s. That slogan wouldn’t work today, for reasons that go far beyond ad regulations. The old ads position Goo Goo on this idea of sustainment, a filling meal that keeps you feeling good throughout the day. That might have worked back in the day, but today’s consumers have different perceptions of what’s healthy, and what’s “acceptable” as a meal. In today’s society, consumers simply wouldn’t accept the notion of a candy bar as a “sustaining” lunch.

The Goo Goo ad made me think about perceptions of health and sustenance, and how they shift over time. Words like “healthy” and “nourishing” sound like they should have concrete definitions – but their meaning evolves along with consumer understanding and beliefs. Just take a look at what’s happening with grains: in the last decade we’ve shifted from idolizing the low-carb Atkins diet, to idolizing whole grains, then ancient grains… and now 17% of U.S. adults actively avoid gluten altogether.

Today’s consumers root their food “truths” in a different story than we’ve seen before. There is significant pressure for big food brands to clean their ingredient decks, offer “healthier” options and enable smarter choices. We’re seeing a lot of big CPG brands struggle, while smaller “challenger” brands swoop in to meet evolving consumer needs. Smaller brands swoop in because they can – they’re nimble, with a strong sense of purpose that’s focused on meeting today’s perceptions of health and nutrition. Rather than trying to reverse old products into a health-focused strategy, they’re planning for today’s needs from the start.

Over time, Goo Goo started calling their product candy instead of lunch. That’s the right way to go for products that can’t fit into modern perceptions. But for a lot of big brands, there are in-betweens: taking out artificial flavors, adding trendy nutrients, creating new products with health benefits. Where there’s a consumer need, there’s a way. And as consumer conceptions of wellness continue to shift, classic packaged goods brands will need to keep an eye ahead of the tide. Simply knowing what today’s consumer thinks about health and wellness won’t suffice – because by the time you’ve reacted, public opinion may change.

This post was originally published on my company’s blog – check it out on the Sterling Brands site

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