If the debate over the inclusion of genetically-modified organisms in food has taught us anything, it’s that a brand can’t address (or ignore) a problem once and expect it to go away. Many brands continue to address the same problems and fight the same perceptions that the public had for decades.
Take canned peaches, for example. A recent Adweek
article highlights a particular challenge that Del Monte faces. The perception has always been that canned peaches are inferior to fresh. That was true in 1924, when the company started advertising its canned peaches. It continues. From Adweek
“And as these 1924 and 2013 ads make clear, fighting that expectation is a task that has engaged brands like Del Monte for a long time. Yet while these two ads deploy similar tactics to impart the freshness message—the bright colors, the plump peaches on the tree—that message as a function of marketing has evolved.”
Fast food and cigarette brands will always have to fight the perception of causing cancer and obesity, respectively. Car companies will always have to tout safety. Alcohol brands will always have to promote responsibility.
[RELATED: Hear powerful case studies from The Coca-Cola Company, Walmart and Whole Foods Market in October at Microsoft's HQ.]
Chances are, there are evergreen problems that your brand faces on an almost constant basis.
How do you address them?