So I get some emails awhile back, real friendly - turns out they're from some LA-based company called M80 who seem to be sniffing around for food bloggers. Turns out they're working for Nestle, trying to get folks to write about their product (left). I suppose I should be flattered the flying monkeys of a corporate giant spotted me, as my blog is barely a blip on the online radar, I don't update it too often, and it's far heavier on the music than the food (at least for now). Regardless, after my two word response to their email ("details please,") they sent 3 coupons for their stuff, which I got yesterday. And so, here goes:
I'm not a pastry chef or baker, and while I suppose I like chocolate as much as the next person, it's not my personal addiction. After eating a whole bar of it (my bad! This is baking chocolate, not really meant for munching; but anyone who knows me, knows I'm more trailer park than Park Avenue), it seemed okay to me? Actually, I'm more interested in the online marketing campaign - who pitched who, wondering how much Nestle paid them to do what they did, how they track the success of their program, how they justify whatever they're charging Nestle, if they can measure a spike in sales, and how much they lie on their event reports when it goes back to the client for review.
What, a marketing company lying to their client?!?! Believe it, and here's how I know: Having worked on the initial launch of Fruitopia, I witnessed firsthand how big corporations operate (Coca Cola, in this case), and how quickly those of us in touch with street-level response learned how unreceptive they were to ANY kind of feedback telling them their new product was anything less than phenomenal. On a side note, one belly-laugh we got from the whole thing was how - even though it was targeted towards "Gen X-ers" - the uber-sweet/borderline sickening concoction really went over best with certain minorities, one of whom had the most oft-quoted request: "Can I get me some more of that Froo-NO-pee-us?"
Although the six psychadelic-painted schoolbuses traveling nationally were pretty cool to look at (each with a huge picture of a Fruitopia bottle painted on their roofs), it was also interesting to see everyone from the road managers to the event marketers & up each do a little "tweaking" along the way with the post-event/program reports. I suppose if you're some corporate creep whose primary talent is justifying their salary and blame-shifting any problems to someone/somewhere else (vs. actual positive results), you don't really question when you read how every person who tried your product is now a LOYAL CONSUMER and REALLY LIKED IT and WILL NOW BUY IT!
FYI, I never told the Nestle marketing company I'd do a review, just asked them for details - very annoying for them to add that part... I'm also curious who in the hell convinced who that they needed their own media player at Nestle?!?!? But hey - A FREE CHOCOLATE FOUNTAIN! Woo hoo!
Labels: nestle, online marketing, rock n roll chef