According to this Advertising Age article “Diet has become a forbidden four-letter word in the food industry, and Nestle’s Lean Cuisine is the latest brand to swear off weight-loss marketing. This article, television ad, and video provide excellent material to discuss brand image.
Discussion Questions:
- Do you agree with the article that “Diet Marketing” is not a popular concept? Why or why not?
- What are your thoughts about the image shift Lean Cuisine wants to make? Do you agree or disagree? Why?
- Can Lean Cuisine make the image shift with its current name, or will the brand need to change its name? Why?
- What are your thoughts about the Lean Cuisine WeighThis video?
Clow/Baack 