Disney on a Diet: A Bold Commitment to Nutrition

Unhealthy fastfood, snack food, candy, and drink advertising catered to kids have always been somewhat of a controversy. The issue has only gotten more heated as childhood obesity continues to plague our youth and make our country self-conscious in the face of all those skinny, well educated foreigners. In a surprisingly selfless move the other day, Disney announced that it was requiring all of its advertisers to comply with strict nutritional standards. No longer will unhealthy brands be allowed to target kids on not only the Disney Channel, but on all of their tv properties, radio stations, and websites as well.

This play reeks of smart brand strategy. Disney is supporting a cause that is near and dear to its heart and taking a stand against brands who give children what they want but not what they need. By making a move that has real value to the company, Disney comes off as genuine and caring. So often when PR plays are executed without careful planning, simply so a company can say they are socially responsible, people can tell that they're just playing the game and the goal of the scheme is to make more money in the long term.

That brings me to the interesting part of this news, the fact that Disney is likely going to lose a lot of advertising revenue based on this decision. Think about how many properties Disney owns on all the different forms of media. It's one of the top names in kid's entertainment  and has thus been a major outlet for unhealthy sweets that can make a child's eyes go wide or fastfood options that attract kids with the promise of toys and busy parents with the promise of a quick alternative to a home-cooked meal. Think about all of those brands buying space on all of those platforms, and you've got a hefty sum. Now, Disney is certainly not pressed for cash, but it's still admirable that they're willing to give up a historically lucrative partnership to make our nation healthier, fitter, and possibly happier. What will really be curious, is whether in the long run, Disney bans unhealthy options from its physical properties like parks and cruise ships.

Now obviously this move alone isn't going to suddenly enlighten everyone on nutrition and fix childhood obesity. The majority of Disney viewers probably won't even consciously notice the difference. What will happen though, is that kids will start being primed with healthy messages rather than fast food. Passing through the produce section will trigger a memorable advertisement for berries. There will be brand recognition for 100% juice drinks and Kashi rather than Capri-Sun and Pop-Tarts. If more networks were willing to make a move like this (emphasis on this being a network decision rather than a government mandate) it could really make an impact on purchasing habits in favor of nutritious products.

All in all, I think this is a pretty admirable course of action for Disney, because it shows that they really do care about their fans. Perhaps we will start to see other companies take a similar stand. Even if the reasoning is a just bandwagon, me-too mentality, increased pressure on food makers might force change. There is some basis for this change, though it may be a little lofty. First, if they're banned from all these channels, visibility and reach go way down and sales will likely follow. Second, perhaps with less exposure, people's opinions will change and unhealthy options will no longer be so prominent in our country. This seems like a feasible scenario considering organic, low calorie, foods are being offered more and more. If taken up on a large scale, either of these options could force the state of our food industry to change or risk losing business. I'll definitely be keeping an eye out for the results of this decision, could be an exciting progression. For now, here's Simba eating a bug...slimy and satisfying.

Find Your [Brand] Voice

My obsession lately has been with brand voice. Social Media has brought brands into a dialogue with their customers and customers into a dialogue with each other. What that means, is that brands need to figure out how to translate their image into diction, syntax, and tone, and then convey that to their Facebook fans and Twitter followers. There's nothing worse, than Tweeting something witty to one of your favorite brands, one you aspire to emulate, and then receiving in return, 140 characters of lifeless PR script. I think what it comes down to, is that not everyone has figured out how to be themselves online. For companies, it's extra difficult because an individual, with their own unique personality has to interpret and adopt the brand identity. A lot of companies seem to be taking cautious action; getting into the space and being active, but regulating what can be said and how, which results in a stiff, sort of sickeningly corporate voice. 

The other day, I read an article by Jack Welsh, the legendary head of GE about political authenticity. He was talking about how Mitt Romney hasn't been able to overtake the Republican Primary because he's trying to make himself out to be an everyman when he clearly is not. People don't believe him. Mitt's ever-changing persona is simply an example of personal brand voice. I think Welch makes a good point. A candidate that was real, and not afraid to be his or herself would probably run away with the election. Obviously they should act professional and moderate their speech. But be genuine, joke around, have some fun, act like you would in your everyday life and people will like and trust you more. Without getting too political, I think Obama has done a good job with this. He's always seen out and about at local places that him and his family enjoy. Some people think he should be working rather than having fun, but it's nice to know that he's still a normal guy, despite his title.


Being genuine is as important for brands as it is for politicians. Tweets, posts, and videos should all sound natural and not too scripted. Fans already personify companies, so a spontaneous kind of dialogue will get them excited about conversations. Think of how Wheat Thins addressed Twitter haters and adoring fans with a personal visit and lifetime supplies of product. I think the main recommendation for both people and companies is to really put some time into their online personality. Think about how dialogue should flow and what your company wants to say. Develop this and maintain it! If you want to really engage your audience, don't just talk about product all the time. Talk about trends in your industry, related products, and things that your customers and more importantly you find interesting. That'll keep you genuine.

In closing, I want to come back to that point about acting professionally and moderating your speech. Speech should first and foremost reflect your brand. If you're Nickelodeon and you're speaking like a lawyer, you're going to fail. Most companies should speak respectfully and watch your language, but it's stupid to freak out if a curse word is slipped. I was really annoyed when, I think it was Chrysler, fired their social media person because he accidentally tweeted the word "shit". Brands should avoid cursing but if your audience is college students or older, it really shouldn't be a big deal. Everyone curses, and for younger audiences it can actually help make yourself look a little more real as long as you're not throwing out four-letter words like a rapper.

Even an "I Love Boobies" Bracelet won't Fix this One...

Ahhh well this one's a case for the textbooks! Don't let that discourage you from reading on though, I promise I'm not a textbook.

If there's one thing I've learned in the last four years, it's that even a powerful brand can be damaged by a PR nightmare and in the last few weeks, the Susan G. Komen Foundation has been trying super hard to wake up.

Komen, one of the most important breast cancer foundations out there, gives money to lots of organizations that help women to stay healthy. Fun fact, Planned Parenthood, who often takes heat because of abortions, also refers women to clinics where they can get mammograms so they've been receiving funding as well. Komen recently decided to cut their funding for Planned Parenthood and then gave conflicting and ridiculous excuses as to why. Facebook and Twitter blew up as is typical, and Planned Parenthood itself made some pretty angry retorts. Komen really handled this situation horribly which just made the whole thing worse. Changing stories, then going back on their decision, failing to consider their audience, and then yesterday, to top it all off, the woman who started the whole debacle resigned. I heard on the news this morning that she left bashing Planned Parenthood till the very end. Very professional.

What I want to talk about here is the importance of a crisis plan in the age of social media. These types of counter measures have always been important (think New Coke), but today the backlash can happen instantaneously and spread like wildfire on a global scale. Woosh. Everyone encounters problems, but it seems like companies rarely expect them, which is why, like in this situation, they act like chickens with their heads cut off and run around making things worse. CEOs need to sit down with a team and outline a plan that says, "Here are the steps we will take if x occurs." The Foundation is now concerned about whether they will lose some of their key sponsors, which could be detrimental to their cause. Having a plan of attack in these situations can help slow the backlash and make key stakeholders take time to consider the situation before disassociating themselves.

The last thing I want to address is resignation. In some cases, I think it's right for a person to resign when their values clearly don't match that of the company. In other cases I think the company should stand by the person at fault, like when an employee mistakenly tweet a curse word and everyone goes crazy. What I don't like, and definitely feel is not ok is when an executive does something wrong and is let go, but then is also given a severance package that could feed a third world country. That clearly sends a mixed message and makes your customers sigh and shake their heads.

Obviously there are a lot of different problems that can arise, from health concerns to poorly thought out statements, but there are a few quick fixes that are universally applicable.

• Address the issue. Don't just sit back and try to wait it out. Announce a statement on Twitter and then make use of the traditional media channels to tell your side of the story. The media picks up viral stories like this one very quickly and official statements issued by the company in question get picked up and spread just as quick. Waiting around on the other hand, gives people the perception that you don't care and they will certainly say so. 
• Take responsibility. If the situation is your fault, own up to it. Don't blame suppliers or partners or anyone else. Trying to distance yourself from the issue only makes it worse when the facts come out and not in your favor. Denial also delays action which is what the people want. Komen tried first to give excuses for the cut and then tried to tie in the government and it ended up costing this VP her job. 
• Be real. When you do address the situation try to avoid giving a statement that sounds like you took it right out of a book on PR cliches. Speak and type in a voice that matches your brand, it makes you much more believable. Don't be afraid to express your true feelings either, just keep them professional. If the situation offends you, act offended, if you're sorry, sound apologetic and tell the people how you plan to earn back their trust.