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Friday, January 09, 2009

Baskin-Robbins confuses its marketing message

Baskin-Robbins evidently is trying to do everything at once. Today's e-mail promises that besides just ice cream, they offer BRight Choices™, which are

fat-free, dairy-free, no sugar added and light treats


Wait a minute: ALL of those attributes? What the heck is in the product? Perhaps I don't want to know.

Later, it turns out that there are individual products, some of which have one or more of these attributes -- perhaps along with other attributes, such as "50% less fat" or "live and active cultures".

I wanted to investigate further, but I've been waiting over 2 minutes for the product information page to load, and I'm not that patient. See if you have better luck.

At least they are "approved":


Update:
Today the product information page loads [ V E R Y S L O W L Y ].
So, what wondrous taste treats do we have?
In 50% less fat, 20% fewer calories we have
Vanilla
Chocolate
Raspberry
In no sugar added, 25% less fat, we have
Butter Almond
Pineapple Coconut
In Live and Active Cultures, we have
Vanilla frozen yogurt
and in Dairy Free, Fat Free we have
Strawberry Sorbet
That's not a bad spread across flavors, considering the alternatives. The positioning suffers from the same lack of positioning clarity common to efforts that try to do too much, and the same fuzzy math -- the "25% less fat" Pineapple Coconut has 4 grams of fat, which is less that 2 of the 3 "50% less fat" flavors.