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:

  1. Do you agree with the article that “Diet Marketing” is not a popular concept? Why or why not?
  2. What are your thoughts about the image shift Lean Cuisine wants to make? Do you agree or disagree? Why?
  3. Can Lean Cuisine make the image shift with its current name, or will the brand need to change its name? Why?
  4. What are your thoughts about the Lean Cuisine WeighThis video?

 

About Dr. Ken Clow

Co-author of textbook.

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