Nutrition Marketing That Follows My Rules

Take a page out of Perfect Bar’s playbook — which takes a page out of mine — and stop letting the haters control YOUR conversation.

I like to shoot my mouth off. And when it comes to sugar, I’ve shot it off at least a couple times on this site. Here and here to be exact. I’ve also been fairly verbose about the importance of taking an active part in the conversations that surround the types of products you make — especially the ingredients in your products, which brings me back to the sugar thing and an excellent example of exactly what I’m talking about.

In fact, it’s Perfect.

It’s the email featured at the top of this article from, yes, of course, Perfect Bar.

So what did they do in this email (that I’ve received twice, separated by a few weeks) that makes me so happy?

  • They call out the subject head on: Sweeten Up To Sugar — they’re telling their consumers what they want them to do, not in a defensive way, in a confident way.
  • They subtly point out the difference between processed sources of sugar (that piece of candy) and the kind of sugar they use — organic honey.
  • They are super elementary — if you’ve read anything I write, you’ll know I’m a big believer in NOT assuming the public knows pretty much anything about food and nutrition — it’s all too confusing and they just don’t have the time. That means, you have to break it all down for them.
  • They tell people why sugar is a good thing — with all the negative press about this, yes I’m going to say it, NUTRIENT, you’d think it was to be avoided, like carbs and Kim Kardashian.
  • They put the sugar in their products into context with the other nutrients their bars contain.
  • Most, most, most importantly — Perfect Bar is taking a stand, they’re voicing a point of view to their consumers that I’ll just guess, not only helped people feel good about eating the products, but probably resulted in a lift in e-commerce sales.

My guess is, most of you feel my suggestions will be too big of a burden on the Marketing Department, but just ask yourself:

  • Did this email necessitate a huge amount of meeting time? No, it’s a no-brainer. “People are down on sugar, we put a fair amount of the stuff in our stuff. Let’s do something about it.” MEETING OVER.
  • Did this email take a lot of time to put together? No. It’s simple. Probably took about an hour to write, another hour to design.
  • Is this email “educating” at the expense of “selling?” Come on, do I really have to explain my position on that one — at a time when people are baffled and being slapped upside the head with conflicting food information from all media directions, educating is selling.

Anyone care to follow the lead here? I’m hoping so.

Be digestible. And thanks.

Eric Kiker: Speaker

Author of The Digestible Brand: The Secret Sauce for Marketing Nutrition to the Confused Consumer

Agency Principal/LRXD

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