Reading this article "How Carrots Became the New Junk Food" about how carrots are trying to become a new popular thing people remember interested me. I mean I thought carrots were just carrots, you buy them they sit in your fridge forever and then they get bad and you throw them out. They were just this orange crunchy vegetable you would put in your salads, soups, side dishes, etc, nothing special. It was the vegetable parents would get their kids to believe it would make your vision stay good. However, reading this article I was definitely proven wrong carrots are not just ordinary carrots they are more than that. I knew about the company bolthouse because they are our usual carriers of carrots we provide at Kriegers. People would buy them along with their other usual fruits and vegetables and I thought they were just a common thing. I didn't know until I read this article what was really going on. Bolthouse was making no money their sales were decreasing not increasing and they were just looking for an opportunity to get their sales back up.
The CEO of Bolthouse Jeff Dunn was looking for new ways to get Bolthouse carrots known a new marketing strategy for them. He surveyed people and asked their opinions about carrots and they all kind of just said the same thing. They are just carrots, they still eat carrots like any other time nothing special. Dunn went to even agencies for their opinions and one recommended contacting their rival Crispin's Porter + Bogusky. Dunn thought they did not have the resources to have them as help but he gave it a shot. Dunn had flew out to meet Crispin and discuss what could be done. Dunn was joking about how baby carrots could be the new junk food, but Crispin had put his foot down and said he baby carrots are the new junk food. Crispin wanted to make it more fun and not something that sits in your fridge till it rots. So he took the idea from a bag of potato chips like Doritos. Making it fun and attractive for kids and people to eat like it was a bag of chips. They installed a few of these babies in a few high school vending machines and sales were increasing greatly. It wasn't cool ranch doritos or a bag of lays but it was baby carrots "eat em like junk food" new snack.
For this to take place the branding and packaging of carrots was very important. To get sales up no one is going to find a simple bag of carrots attractive enough to buy. In this article when they were considering making carrots the new junk food they had to think of how they would do it. They took and idea of a potato chip bag making the graphics bright, cool, and eye-catching to the public. Also, very similar to the texture of a potato chip bag so more people are likely to see it and try it out.
My opinion is I think it is a cool idea. I enjoy carrots but I don't buy them always but if I saw a bag of baby carrots like in this article in our vending machines I wouldn't hesitate to try. I feel like this is going to target kids of all ages to have them because of the way it is now shown to the public. Carrots are no longer boring carrots but they are something fun and very healthy snack to eat.
Check out this article yourself !
http://www.fastcompany.com/1739774/how-carrots-became-new-junk-food
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