On the “un”-something

Recently, I had a snack craving.

And amidst the plethora of junk-food choices, this one caught my eye:

 

 

 

 

 

 

It’s all the promise of a chewy cookie but without the guilt. Ooh, explicit permission to enjoy this cookie! And although I actually wasn’t concerned about calories, or even health considerations like whether it was wheat-free or refined-sugar-free, I felt like I was doing myself a favour by having this cookie instead. Good on me! :p

Funny how being the “un” something effectively re-frames the market. It’s this against the other (presumably unhealthy) cookies.

How does this compare against the classic example of the un-something? How about 7-Up, the un-Cola?

A few years ago, for the first time since 1985, 7-Up dropped off the Top 10 soft-drink beverages list.

Does it mean it’s a bad idea as a positioning strategy?

7-Up had a good run, but being a cola alternative just became less important as non-cola choices became more common over time. Contrast that to positions like natural taste (Sierra Mist) or energy drinks (Mountain Dew) that don’t rely on being “against” something.

That said, comparisons against something negative might be more enduring than comparing against something currently dominant. I suspect opportunities for guilt-free indulgence (or healthy alternatives) is going to be a long term trend, though that in itself creates opportunities too — Heart Attack Grill, anyone ?

p.s. That cookie actually tasted pretty good. 🙂

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