There's a new campaign running from the Corn Refiners Association asking people to head to SweetSurprise.com to learn more about high fructose corn syrup (HFCS). The ad at right is one execution of this campaign, there's another that features two moms at a birthday party.
Leaving the science out of this, I'm having a hard time grasping the strategy for this campaign... Is it effective to portray the person who thinks that HFCS is bad as someone who apparently can't even string together a coherent sentence when challenged about why HFCS is bad? Presumably the campaign is meant to influence people who think that HFCS is bad. So now the campaign is asking that viewer to identify with the person in the ad who (from the point of view of the pro-HFCS person) isn't even smart enough to have reasons for thinking HFCS is bad. Is that who the viewer wants to identify with? I'm guessing probably not.
Anyway, that campaign is running a lot right now, but (in my humble opinion) it seems pretty doomed to failure given a major flaw in the basic strategy behind the campaign and what they're trying to communicate.
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