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“Following the wolf in sheep’s clothing: Super bowl ads
worth every penny for the company if you buy.”
~ Cynthia G. Creel
I held the invitation to the Super Bowl party in my hand thinking, “I don’t even like football that much. The commercials are amazing though” I was in, R.S.V.P. the very next day.
We entered the party right on time at 2 pm for traditional start of the game. I looked at the TV and the favorite team of my family were in the final game of the season. I still didn’t care that much, there was no feeling of being connected to the game, until that first commercial which keyed into the inter mind, directing and pulling me in a direction I wasn’t even aware of I wanted to go. There were of course were tons of ads for sodas and beer. I loved a certain dark colored soda and keyed into those ads at a much higher level taking me for a ride that would last for days, with idea it would make me “happy”. Even so the other ads grabbed me and took me for a short ride anyway.
My only thoughts during this time in my life is that the food tasted great and I loved the idea of the advertising making it all seem so ok encouraging the happiness that made me not care about anything, except the idea of buying a product. The only problem with this concept is when I didn’t care, I didn’t pay attention and that lead me away from the path of True Health on to a path of self destruction that would take years to help me feel like death warmed over. I did buy every single item of my own freewill. The question was how was that free will manipulated in their favor. They were in business to sell. It was not illegal to sell the products, the rules were carefully adhered to.
I didn’t even realize what was going on at the time, just knew those ads were fun, funny and grabbed my attention or did nothing at all for me. One day it occurred to me how much any company paid for a 30 second spot, as reported by CBS News Felipe Maya on January 31, “Super Bowl advertising cost in 1967 with the cost being $40,000 per commercial to 1995 with the cost being $1.5 million per commercial to 2013 with the cost being $3.8 per commercial million with the attendance not increasing and the cost of advertising rising at a much quicker pass.” With Greg Dinoto Chief Creative officer, Deutsch NY
Research on the same interview stating the concept of “Creating not just a TV commercial now they create a world.” (1)
$3.8 million! The only reason this was possible was if there was a profit to be made. Not that profit is bad, every company needs to make one to be around long term. How did they do that in such a short amount of time to direct us to buy and was it really going to be the best thing for us? Were these “Jiminy Cricket” companies that cared about the customer and making a profit to help others help themselves or just a wolf in sheep’s clothing waiting for the chance to pounce and grab everything they can? So what if the choices aren’t that healthy for you as long as you offer something I knew it would be making a profit for the company and if it didn’t that company would be voted out by the dollars spent somewhere else. That’s a lot of $1 or $2 “tacos” sold!
I don’t know how many “taco’s” a company would have to sell to create not only the $3.8 million and create a grand profit to make it a success. It of course doesn’t matter if we are talking about tacos, hamburgers, soda or beer any item that is sold that is cheap in price, the question comes to my mind is what am I getting for my $1? The food has to make a profit and if it is cheap the only way of keeping a profit margin is to skimp somewhere.
How does these ads work? Greg Dinoto Chief Creative officer, Deutsch NY Research being interviewed on CBS This Morning gave an idea of why the ads saying that the advertising is “creates a buzz” with “the commercial now we create a world.” (1) All of this to create that good feeling so people will buy the products offered.
The commercial is just one side of the story the companies which are looking at just the idea of making people happy without consideration of what the food is doing for them or to them is a different story altogether. On the surface it sounds just like a business doing what the customer wants. When I started to think about it the food industry is very interesting, they want their food to “pop” at the lowest cost possible. There are tons of money spent to design the food to taste the most appealing, the advertising is just one part of that equation. How does a company know they have “hooked” the customers? By how much demand there is for the product and not selling it as something that is good for you, but something that taste great or gives you happiness. One of many examples in the world of the food industry was given by Greg Creed CEO of Taco Bell said on "CBS This Morning," "We started working with Frito-Lay a number of years ago. For our 50th anniversary, we wanted to celebrate the taco. And you know, there had been no innovation in tacos. So we sat down with Frito-Lay, they obviously own Doritos, they're our great partners. Two years later, we launched the Doritos Locos Taco, which ... is the biggest launch in Taco Bell." (2)
The money is big when we are talking about big companies selling inexpensive items. According to MSN Money’s now on February 1, 2013 stating “The launch (of the new taco) will mark the roughly one-year anniversary of Yum Brands'…Taco Bell embracing its slack-eyed clientele's darkest food fantasies and wrapping a Nacho Cheese Doritos shell around its taco ingredients. The chain has since sold more than 300 million Doritos Locos Tacos, airlifted some to a remote town in Alaska and planned a follow-up Cool Ranch varietal.” (5) Yes that is 300 million tacos sold in about one year. Like most food you have to decide if something is good enough to help the body or hurt the body that is up to you. The companies also leave it up to you with a push through commercials to buy for happiness or taste so good. The person that uses their mind and not the feelings to control what they eat stays on the path of true health. There are many land minds out there waiting for you to step on one. The Super Bowl is a fun way to see how the companies are leading you instead of you leading the companies.
The game is getting more and more difficult to see who is behind what. Who is tied to who like a family tree within in a small group not knowing who is related to who, but knowing most everyone has ties to everyone else some how. As stated by Funding Universe the history is easy to see how a simple company becomes a monstrously large one:
“1952: Harland Sanders establishes his first franchise.
1958: Pizza Hut is founded by brothers Dan and Frank Carney.
1962: The first Taco Bell location opens.
1977: PepsiCo purchases Pizza Hut.
1978: PepsiCo acquires the Taco Bell chain.
1986: Kentucky Fried Chicken is added to PepsiCo's arsenal.
1997: PepsiCo spins off its restaurant holdings as Tricon Global Restaurants Inc.
2002: Tricon changes its name to Yum! Brands Inc.; the company acquires Long John Silver's and A&W All American Food Restaurants.” (6)
The unnoticed millions and billions created by these larger than life companies told by Yum annual report, “We (Yum) generated $1.3 billion of net income and over $2 billion in cash from operations.” (7)
Now that my head is spinning with numbers and deals and such. I look at the big picture that the company only spends the money to buy a Super Bowl ad to sell more to make more and only if that product is healthy for a person is it a good idea to buy on a regular basis. If you decide to go down the path of “maybe” set a life line with a timer to pull you back into the reality of True Health.
Sometimes the it is difficult to tell who is who and which company is a wolf in sheep’s clothing taste awful good to most people the choice is yours, your body will tell you the truth if you are doing what is right for it or not, just look in the mirror and see for yourself asking the question: Do I like what I see? If you don’t you might want to start to think for yourself instead of letting a company, any company, decide for you. Just become educated by any product you purchase from any company. After all you are the one that has to live in what you create: an unhealthy painful body or a free moving young acting body. As usual it is up to you, don‘t let a company decide for you, control your destiny.
By Design ~ “Life is good By Design”
Note: No company mentioned in this article is considered to serve “healthy or unhealthy” food, they were only used as an example of how business works though their history and public information. The focus was on how advertising works to sell products.
Photo by Cynthia G. Creel all rights reserved ©2013
Photo Below: Fruit bowl
2-1-2013 all rights reserved ©2013 written permission is needed to duplicate
Disclaimer: This article is not intended to provide medical advice, diagnosis or treatment. Views expressed here do not necessarily reflect those of By Design or Cynthia G. Creel. Consultation of a medical professional is highly recommended before any changes are considered. This article is not saying anyone person in a leadership position is unhealthy or healthy, it is just a possibly of many and is only speaking in general terms. .
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Sources:
(1) http://www.cbsnews.com/video/watch/?id=50140064n
(2) http://www.cbsnews.com/8301-505263_162-57566422/taco-bell-ceo-cool-ranch-tacos-on-the-way/
(3) http://www.cbsnews.com/video/watch/?id=50140007n
(4) http://seekingalpha.com/symbol/yum
(5) http://investing.money.msn.com/investments/stock-price?symbol=yum
(6) http://www.fundinguniverse.com/company-histories/yum-brands-inc-history/
(7) http://www.yum.com/annualreport/
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