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    Kraft Heinz Promotes Super Bowl Spot Via “Uncensored” Online Version

    By SHOOTUpdated:No Comments3498 Views
    This undated image provided by Devour shows a scene from Kraft Heinz' frozen-food brand Devour's Super Bowl debut. Devour is trying to make waves during its Super Bowl debut with an ad taking a humorous jab at one man's "frozen food porn addiction." (Devour via AP)

    By Mae Anderson, Business Writer

    NEW YORK (AP) --

    Sex sells … frozen food dishes?

    Kraft Heinz' frozen-food brand Devour is trying to make waves during its Super Bowl debut with an ad that takes a humorous, innuendo-packed jab at one man's "porn addiction" — as in "frozen food porn."

    Super Bowl ads have long used raunchiness and sex to stand out during advertising's biggest stage. Think Cindy Crawford downing a Pepsi wearing skimpy shorts in 1992 or the 2013 GoDaddy ad that showed a squeamishly close-up shot of a kiss. But advertisers have largely toned it down in recent years, focusing instead on crowd-pleasing approaches using animals, humor or celebrities. Raunchy ads risk offending or polarizing a company's intended target audience.

    That's likely to happen with Devour's ad, said Allen Adamson, co-founder of the branding consultancy MetaForce.

    "Male millennials may get a yuk out of it, but it is going to do very little to sell any products," he said. "It's more likely to do more damage than good for the actual brand."

    So why take the risk? The stakes are high as a 30-second ad can cost more than a reported $5 million.

    "It's an example of the intense pressure on marketers to at all costs say 'Hey look at me,'" he said. "There's nothing worse than spending $5 million and having no one notice."

    Devour released a 60-second "uncensored" version online Wednesday and plans a toned-down, 30-second version during the Feb. 3 game. Devour isn't giving details on what it's cutting, beyond saying it won't use the word "porn." Even so, Adamson said, it can backfire because the suggestive message doesn't tie in closely with the product itself.

    In the uncensored version, a woman talks about her boyfriend's problem with "frozen food porn" and says he watches it several times a day and has a hidden stash of photos — of food. Among the suggestive lines is the girlfriend saying that the addiction has made him a "three-minute man," as in the amount of time it takes to heat up a frozen meal.

    Though people don't typically associate frozen foods with raunchiness, Devour's latest ad is consistent with prior marketing efforts: It launched in 2016 with the tagline "Food You Want to Fork."

    Other Super Bowl advertisers include Anheuser-Busch, Pepsi, Kia and Verizon. Colgate Total was the first advertiser to unveil its Super Bowl ad. The ad released Friday stars Luke Wilson as a close talker.

    Category:News
    Tags:Kraft HeinzSuper Bowl



    A Closer Look At Proposed Measures Designed To Curb Google’s Search Monopoly

    Thursday, November 21, 2024

    U.S. regulators are proposing aggressive measures to restore competition to the online search market after a federal judge ruled Google maintained an illegal monopoly for the last decade.

    The sweeping set of recommendations filed late Wednesday by the U.S. Department of Justice could radically alter Google's business, including possibly spinning off the Chrome web browser and syndicating its search data to competitors. Even if the courts adopt the blueprint, Google isn't likely to make any significant changes until 2026 at the earliest, because of the legal system's slow-moving wheels.

    Here's what it all means:

    What is the Justice Department's goal?
    Federal prosecutors are cracking down on Google in a case originally filed during near the end of then-President Donald Trump's first term. Officials say the main goal of these proposals is to get Google to stop leveraging its dominant search engine to illegally squelch competition and stifle innovation.

    "The playing field is not level because of Google's conduct, and Google's quality reflects the ill-gotten gains of an advantage illegally acquired," the Justice Department asserted in its recommendations. "The remedy must close this gap and deprive Google of these advantages."

    Not surprisingly, Google sees things much differently. The Justice Department's "wildly overbroad proposal goes miles beyond the Court's decision," Kent Walker, Google's chief legal officer, asserted in a blog post. "It would break a range of Google products — even beyond search — that people love and find helpful in their everyday lives."

    It's still possible that the Justice Department could ease off on its attempts to break up Google, especially if President-elect Donald Trump... Read More

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