What the ?%$! Was Kraft Canada Thinking??

Google+ Pinterest LinkedIn Tumblr +

Okay, so I’m making the kids KD for lunch on Valentine’s day.  You know, Kraft Diner macaroni.  On the package it shows a website to go to to enter contests.  So, I go to the website and register for an account at unikd.com.

I’ve attached the e-mail I got back from them confirming my registration at the bottom of this post.  I removed my name, email address and account information for obvious reasons but other than that, the email is intact as it was sent to me.  Look carefully for the word “pimptastic”.

Pimptastic — I couldn’t believe it!  What kind of word is that for a company to use in an email geared to teens.  I realize that kids said stupid things like “pimping” or “pimptastic” but I couldn’t believe that a company would use it in a marketing campaign.

It actually gets worse.  If you go to their site, you play games and various things to collect points.  There are different levels you can be according to how many points you have — Superstar all the way down to Hobo.  That’s right, Hobo level!  I was shocked that a company would use a term for homeless people who’s situation is tragic and life threatening to describe the lowest level of their point system.  What the hell were these people thinking???

Obviously, I shot off an email to complain to them.  I haven’t received a response yet but I’ll post it here if I get anything back from them.  I suggest that you as a reader check it out and send a compaint to them as well.  Marketers have to know that it’s not okay to sink to the lowest common denominator to try to reel our kids into spending more money.  If I don’t allow my teenager to speak that way, I certainly won’t condone a huge company speaking that way to children and consumers in general.

In my email complaining to them, I suggested that they should use the F word too since kids these days use it all the time.  What not just calling their producting bitching macaroni used by pimps and hos everywhere, even F-ing hobos.  That’d probably get them more sales right?  WTF were these incredibly weird people smoking when they made these horrendously bad marketing decisions???

Date: Sat, 14 Feb 2009 18:20:58 +0000
From: info@unikd.com
Subject: UniKD Confirmation

e-cnf-p_01.jpge-cnf-p_02.jpg

Hey ________

You’ve joined uniKD — a place to show off your unique skills and win super sweet stuff from KD, including this month’s pimptastic prize! All you need to do now is complete your registration, by clicking the link below:

e-cnf-p_04.jpg

(If clicking doesn’t work, try cutting and pasting the link into your browser.)

If you didn’t sign up for uniKD, click the link below and we’ll remove your email from our database.

Don’t forget to check out the current showdown and what prize is up for grabs. Are you up for it?

e-cnf-p_06.jpg

TTYL,

The uniKD team
www.uniKD.com

e-cnf-p_08.jpge-cnf-p_09.jpg

We sent this email to ———–. (You gave us this address when you signed up for uniKD.)

If you no longer want to be a member of uniKD click here and we’ll remove your email from our database.

To ensure you receive future uniKD emails, simply add email@uniKD.com to your address book.

Concerned about Privacy? See our Privacy Promise.

Kraft Canada welcomes your comments and concerns. You can contact us at:
Kraft Canada Inc., 95 Moatfield Drive, Don Mills, ON M3B 3L6

What the ?%$! Was the Kraft Canada Company Thinking???? Okay, so I\’m making the kids KD for lunch on Valentine\’s day.  You know, Kraft Diner macaroni.  On the package it shows a website to go to to enter contests.  So, I go to the website and register for an account at unikd.com. I’ve attached the e-mail I got back from them confirming my registration at the bottom of this post.  I removed my name, email address and account information for obvious reasons but other than that, the email is intact as it was sent to me.  Look carefully for the word pimptastic. Pimptastic — I couldn\’t believe it!  What kind of word is that for a company to use in an email geared to teens.  I realize that kids said stupid things like pimping or pimptastic but I couldn\’t believe that a company would use it in a marketing campaign. It actually gets worse.  If you go to their site, you play games and various things to collect points.  There are different levels you can be according to how many points you have — Superstar all the way down to Hobo.  That\’s right, Hobo level!  I was shocked that a company would use a term for homeless people who\’s situation is tragic and life threatening to describe the lowest level of their point system.  What the hell were these people thinking??? Obviously, I shot off an email to complain to them.  I haven’t received a response yet but I\’ll post it here if I get anything back from them.  I suggest that you as a reader check it out and send a compaint to them as well.  Marketers have to know that it\’s not okay to sink to the lowest common denominator to try to reel our kids into spending more money.  If I don\’t allow my teenager to speak that way, I certainly won\’t condone a huge company speaking that way to children and consumers in general.

Share.

About Author

Leave A Reply