Marketing Manna

Get fresh manna every
morning in your inbox

Get fresh manna every morning in your inbox

Knowing who you are makes sharing sweeter for us!
Knowing who you are makes sharing sweeter for us!
We need an email address to deliver fresh manna daily!
We need an email address to deliver fresh manna daily!

Marketing superpower

Exactly 110 years ago, Crisco launched its product by misusing the power of marketing.

This Procter & Gamble success story is a brand of vegetable shortening that is used for cooking and baking.

However, it contained cottonseed and trans fats, which were known to contribute to heart diseases in the form of saturated fats.

Luckily for Crisco, there was no law then that required for displaying the ingredients on the can. 

So Crisco told people that its contents were pure vegetables.

Instead of dwelling on its problematic sole ingredient, Crisco’s marketers kept consumer focus trained on brand reliability and the purity of modern factory food processing.

Consequently, Crisco flew off the shelves. 

Unlike lard, Crisco had a neutral taste. 

Unlike butter, Crisco could last for years on the shelf. 

Unlike olive oil, it had a high smoking temperature for frying.

In just five years, Americans were buying more than 60 million cans of Crisco annually – the equivalent of three cans for every family in the country!

Within a generation, cottonseed’s competition – lard – went from being a major part of the American diet to an old-fashioned ingredient.

Crisco helped convince Americans that they didn’t need to understand the ingredients in processed foods as long as those foods came from a trusted brand.

Takeaway

Marketing has the ultimate power to win people’s trust. 

Some brands use it to make others drink the Kool-Aid or eat the cottonseed.

Others use it to positively impact the lives of the people they serve.

What are you using your marketing superpower for? I’d love to know!

“Marketing used to be about making a myth and telling it. Now it’s about telling a truth and sharing it.

Marc Mathieu

Kurian Babykutty

CEO, 40 Parables

Kurian's a steward of storytelling and a keen observer of people, which is why he geeks out on making marketing meaningful.

Manna is tastiest when shared together.
Share this with someone who needs it today.

Manna is tastiest when shared together. Share this with someone who needs it today.