I know this is pretty old news but this ad always sticks in my mind as complete BS and I thought it was worth bringing up.
As many food products do, Sanitarium Australia has cleverly made their Weet-Bix cereal sound much more healthy and appealing than it really is with a clever sentence construction.
Unfortunately I was unable to find a copy of the ad online but the tag-line was about how children that eat Weet-Bix for breakfast are going to be 30% more alert at school than children that don’t eat breakfast. Now this could well be a fact but where it’s misleading is that you could also say… “Children that have a Big Mac meal for breakfast are going to be 30% more alert at school than children that don’t eat breakfast” and this could just as easily be true. In other words, something is better than nothing at breakfast time.
Surprisingly this ad was nominated by Parents Jury for the “2005 Children’s TV Food Advertising Awards”. See an extract below…
Nomination 3: Sanitarium Weet-Bix:
Parents comments:
TV advertisement is great because it shows a child doing well at school because he
has eaten a good breakfast. It promotes the benefits of eating a healthy breakfast to
staying 30% more alert during the day.
FACT:
- This is a high fibre breakfast cereal.
- Low in fat and salt.
- Low in sugar.
- Contains no artificial flavourings or colourings.
Download full report:2005_Awards_Project_Report
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