The Candy Lobby Will Teach Americans to Love Sugar Again

Get ready for some “greenwashing”, folks. The National Confectioners Association — which counts among its members the makers of Snickers, Mars Bars, NesQuick and pretty much every other sugary treat you continue to enjoy (in secret) as a responsible adult — wants a bit of a makeover. More specifically, the organization plans to hire an unnamed PR firm to help it gently convince the American public to stop associating the word “sugar” with the word “obesity” as if one could somehow lead to the other. Come on!

So these guys want to spend $2 million on a social/digital media campaign targeting those moms who think, for whatever crazy reason, that eating too much sugar could give their kids type two diabetes — which would then leave them considerably more likely to suffer from obesity and all related health problems later in life. I mean, where do they get these ridiculous ideas? Oh, right

This is a follow-up of sorts to the NCA’s “Treat Right” moderation campaign, created in 2012 to remind customers that candy is totally healthy as long as you eat only very, very small amounts like, say a single “fun size” candy bar or “15 to 25 jelly beans” each day. This makes sense, because we all know that kids listen to reason and that every deli and pharmacy around sells single-portion “fun size” candy bars (they don’t).

We don’t know if the good folks at the NCA really need to go to all this trouble. According to a recent study, all they have to do is change the color of the labels on their products from red to green in order to convince the public that a double-sized Butterfinger is perfectly healthy. (Are we really that gullible? It’s a little disconcerting!)

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.
Publish date: April 5, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT