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Simplicity is back. In fact, the recession has made it a selling point.
"Progress plays no role inside Post Shredded Wheat. Here we put the 'no' in innovation."
Post Foods' new campaign is all about how innovation is overrated.
"I think it's because in these harsh economic times, people want authenticity. They want honest and simple nourishment."
The recession has produced a back-to-basics movement in food and advertising. And while Shredded Wheat may be the poster child, it's not alone. Let's take Haagen-Dazs ice cream for example.
"Focusing on five ingredients, and five ingredients that you’d likely have in your refrigerator now."
One of Pepsi's latest products still has several acids and extracts listed in the ingredient section, but the packaging, more old-fashioned bottling and name, all natural Pepsi Raw suggest simplicity. Honest Beverages are repositioning themselves in much the same way. Their slogan: Real tea, Real taste, Honest.
"If you're seeing that reflected on the label, what's now referred to as a clean label, what food industry is trying to take these unfamiliar ingredients out."
Simplicity doesn't mean less expensive. Haagen-Dazs is still the same price, whether you buy the new or old packaging. So it's not the money savings. It's the attitude.
"I think it's part of the whole circle of natural and organic and real and authenticity is the big trend. Simplicity is a reaction to these uncertain times."
Post Original Shredded Wheat is still just one, simple, honest ingredient, which naturally comes with vitamins, minerals, and fiber. All we did was make it spoon-size. Did we go too far?
Prove the recession has resurrected the old adage: Keep it simple, stupid.
Lindsey Davis, ABC News.
1. Vocabulary:
2. selling point: 卖点
3. overrated: not as good or important as some people think or say
4. nourishment: the food and other substances that people and other living things need to live, grow, and stay healthy
5. poster child: someone or something that represents a particular quality, idea etc - often used humorously
6. Pepsi Raw: Pepsi Raw is a soft drink created by PepsiCo from natural ingredients
7. resurrect: to bring back an old activity, belief, idea etc that has not existed for a long time