Marketing Nutrition With A Story That Says, “Dang”

Imbue your story with likeability AND truth — back it up with a great tasting product people can feel good about eating and you’ve got a recipe for consumer clarity and loyalty.

When Pepsico announced its intent to buy Bare Snacks, it was huge news. And deserving — Bare has great products, great innovation, great name.

It might surprise you to find out, Bare’s biggest competitor actually created the coconut chip category. And Dang is no slouch either. In fact, they’ve really been coming on in the past couple years. New design, new products and a dialed-in story that, for me, covers all the bases.

Let’s take a look at the front of pack — after all, that’s where your story must start. You only have a few seconds to get that consumer to pick it up and turn it around for all the juicy facts. What’s Dang doing right, right off the bat?

  • Upper right corner, you see “30% less fat than potato chips.” Since we’re likely reading this in the chip aisle, that’s a good one. It’s subtle though, which I like — too many brands make every point scream.
  • The product name, Sticky Rice Chips is intriguing, and underneath, “Made with Crunchy Thai Rice Grains,” says a lot — premium, authentic, whole.
  • Finally, the free-froms are small, Non-GMO, gluten free, Vegan. So many brands mistakenly believe the free-froms ARE the story. They’re not.

Let’s move to the back:

  • Dang that’s good® is a great tag. And we soon see, it’s rooted in more than cute.
  • The story tells us about the founder’s mom, Dang and that she was a good cook. It goes on to describe that it’s, “foods kept whole,” “guilt-free,” “better flavor,” “an innovative food” and “something to share with friends” which is a lot, but because they do it all in the form of a poem, you get all those copy points painlessly and with less preach.
  • They tell you how they get this unusual chip to happen — by soaking the rice grains in watermelon juice. Ooh, exotic and I’ve-gotta-try-this.
  • The last point in the story column is, “Nothing but the good stuff.” They go on to tell us everything this snack doesn’t have. More free-froms, but stated in a way that’s contextualized as “Good stuff.”
  • Now, naturally, after all this talk of how perfect the product is, a skeptical consumer is going to look at the ingredients — nothing weird, with the possible exception of Palm Oil, which they’ve cleverly named, Palm Fruit Oil. “Gotcha” you might say, until you follow the asterisk to a line of copy that reads, “Responsibly Sourced Palm Fruit Oil.” Damn! I mean Dang!

Bottom line for me — if I’m a confused consumer unsure of what’s actually good and healthy to feed my family and friends, these guys, with their well thought-out story, relieve my worries and help me be sure I’m making a dang-good-choice.

As I will say time and again, the best thing about a great story is, it keeps going beyond the package. Want to see how Dang executes that fact perfectly? Here’s their Twitter, Facebook and Insta.

There you go — and if you’re still not sure what to do, let’s chat.

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

Leave A Comment