Sometimes the proof is in the pudding. Other times it’s
in the doughnuts – and the fried eggs and bacon that will soon come in all its
artery-clogging goodness on a sliced sugary rounded pastry.
Mmmmmmm, hungry yet?
That’s what the fast-food chain Dunkin' Donuts is saying
as it unveils its Glazed
Donut Breakfast Sandwich. The 360-calorie bun-less monstrosity follows in
the footsteps of other successful sandwiches like KFC’s “Double Down,” which replaces
bread with two giant pieces of fried chicken and Taco Bell’s recent launch of Doritos Locos Tacos, which as the name
implies, replaces a standard Taco Bell hard shell with a giant Dorito – which
it wants us to believe is crazy. Which it is.
Of course, there’s a lot to chew on here. And whether
Dunkin’s move should turn heads (think: positive) or churn stomachs (read:
negative) is up for debate.
On one hand, Dunkin' is being daring by being blatant and
transparent. No matter how many egg white options are added to the menu and no
matter how many calorie counts are posted, Dunkin' Donuts is not a health food brand. Nor is any
fast-food chain for that matter. And no
one is forcing consumers to make unhealthy purchases. They’re just providing
increased culinary options goes one argument. But in light of America’s and the
world’s ongoing obesity epidemic – according to the British medical journal The Lancet,
obesity is a bigger health crisis than starvation – a campaign this brazen
feels more like going down with a sinking ship.
In other words, since we’re all going to eat ourselves to
death anyway, why not enjoy the party? As I used to say as a young child before
each meal, two four six eight, tuck in,
don’t wait!
In order to be successful and not perceived as gluttons
for….gluttony, Dunkin' will have to carefully calibrate its PR message, poking
fun at its own campaign, but also knowing when to be serious, stressing
healthier options.
So tell me know what you think. Is Dunkin’s move a PR
slam dunk? Or has the brand’s bottom line sacrificed all of our waistlines?
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