Everyone knows the feeling of having one of your favorite foods discontinued. It feels like a piece of your soul is gone, never to be returned. For some, it was Crispy M&M’s, Boo Berry, Surge, or Coca-Cola Black Cherry Vanilla. For me, it was cheap frozen gnocchi.
Can one person prevent an entire line of food from being taken off the shelves? Probably not, unless you’re willing to go from store to store buying out all of your favorite food. I don’t have enough money or nearly enough freezer space for that much gnocchi.
The Consumer Contract
As a consumer, I often forget that food isn’t permanent and that I’m not entitled to anything. I love food, and I love stumbling upon lesser-known foods that I can introduce people to. I believe there’s an inherent consumer responsibility that comes with liking food. If I don’t do more than merely buy the food, I inherently accept a portion of the blame when that food is discontinued. Buying is not enough anymore.
Companies in the 20th century need more than just purchasers. They need consumer partners. I can’t get my favorite foods without them and they can’t continue to sell my favorite foods without me. That is the consumer contract. It’s not one-sided as we so frequently forget. And if you like the product enough, what problem do you have with doing more than just eating it?
Realizing I needed to do a little more for my favorites, I hopped on Yoplait.com over the weekend and wrote a short letter thanking them for my favorite 100 calorie miracle yogurt, Strawberry Orange Sunrise. It’s one of those “fringe products” that’s not a staple flavor among yogurts, so if it doesn’t catch on, it could get the axe. Writing Yoplait was my first experience trying to do more as a consumer. It wasn’t a big deal, but as a marketer, I understand the value of unsolicited support. It won’t save the brand by itself, but it’s marketing ammunition that a mere purchase doesn’t offer.
Yoplait Strawberry Orange Sunrise Yogurt
Who knows if my feedback will do anything to preserve Yoplait Strawberry Orange Sunrise yogurt or Barilla No-cook Lasagna Noodles or my other favorite “fringe foods,” but I do believe in showing gratitude where it’s due and you should too.
UPDATE
Today I got an e-mail response from Yoplait:
Consumer Services
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{ 4 comments… read them below or add one }
Scott,
You speak truth. Last summer I had a love affair with delicious dark chocolate covered cherry flavored M&Ms. It was only meant to be a limited time product. Now it is gone. Do you think this sort of thing would work with limited time only products?
Well, the fact that mint chocolate Hershey kisses have come back year after year “for a limited time only” leads me to believe that there is hope. I would give it a shot. In fact, I might go so far as to suggest that you write them to ask if they’ve got any spare dark chocolate covered cherry flavored M&Ms lying around that you could have. I hear it works best if you draw a stick figure portrait of yourself in crayon on the front of the envelope. (Make sure the stick figure has a smiley face). Good luck!
Ah, I know all too well how you feel Scott (http://flic.kr/p/3hwDA8, RIP)!
Do you think one person reaching out to a company can make any true impact? What are the chances of the email a consumer receives in response to their inquery being automated?
Better yet: if I had created a website/community dedicated to the love of Diet Dr. Pepper Berries & Cream do you think the company would have kept the product around?
How much can one person really do, and with the power of the internet: will it make any difference?
Hahaha. I actually really like Strawberry Orange Sunrise Yogurt! So, good job!