They need a voice, one that cries: “foul play”
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It’s a Thursday evening, it’s raining and we’re on the way home. We need cereals, cheese, yoghurt, and a whole list of things. The little boy on the back seat has just finished his Takewondo class and is full of adrenaline, he’s every mother’s nightmare.
Parking at the supermarket is congested, the rain is pouring, the car behind is beeping (as usual), and general chaos ensues. Eventually we get into the supermarket and we have two trolleys, a smaller one for the boy, and one for the general shopping. Careening down the aisles the little boy spots the cereals and lets out a shriek. Grabbing the box of Nestle Lion he has a sudden unquenchable enthusiasm for a cereal that he has never heard of before. Mom tries to extract the box from his hands and return it to the shelf, but the little boy is not having any of it. The reason? There’s a picture of a Star Wars Stormtrooper on the box and next to it the words Free Digital Comics. And the back of the box is a comic strip about Star Wars. Nearby is a Kellogg’s Frosties box, and there printed boldly it says “Free Bowl”. And a battle ensues between Mom and son over which cereal box they will get. Childlike persistence, accompanied by tears (fake probably) and an impending meltdown lead to both boxes of cereals ending up in the shopping carts.
So far, this is an advertisers delight. The marketing guys have succeeded in their noble task of promoting products to their target audience. And so far our target audience is really excited about his purchase.
Arriving home and getting into the kitchen is all hard work. Then the battle begins again over cereals. The little boy wants to get the free stuff out of the boxes and ‘play’ with them. Now.
Calamity! There is nothing in the box!
Floods of tears. A very angry and unhappy boy said, “Mommy, why do they lie? I feel mad. Sad. Angry”. And that is a real quote.
When you read the back of the back of the box there is a complex procedure.
Frosties first: 1. Buy three promotional boxes with
the code inside. 2. Go online and enter the three codes 3. Pay £2/ 2 (There’s a lot of profit in this price considering that a similar dish on Alibaba costs just £0.30) 4. Choose bowl 5. They will deliver - in up to 90 days