Taco Bell, it is clear to me that you don't believe in your "plan". It is clearly plastered all over your commercial. This disclaimer is on the bottom of the screen from the very beginning "Her EXCEPTIONAL experience based on average 1250 cal/day. Average reduction of 500 cal/day over two years with sensible food choices." We see this disclaimer here when viewing options from your "fresco" menu "150-340 calories. Not a low calorie food." We see the first disclaimer again, when viewing her before picture. We see yet another disclaimer when you pan over your fresco menu items Taco Bell Drive-Thru Diet is not a weight loss program. Pay attention to total calorie and fat intake and regular exercise." Then you have her explain how the "results aren't typical." And if the disclaimers in your t.v. ad weren't enough, you have to explain them again on your website underneath your t.v. ad, and on every page of your site.
"Exceptional experience based on an average intake of 1250 calories a day, with average daily reduction of 500 calories over 2 years with sensible food choices. For a healthier lifestyle, pay attention to total calorie and fat intake and regular exercise. "Drive-Thru Diet®" is not a weight loss program. Fresco can help with calorie reductions of 20 to 100 per item compared to corresponding products on our regular menu. Not a low calorie food"
Sure, you have to post those disclaimers for legal purposes. I have seen those disclaimers on every print ad., and t.v. spot for a whole mess of weight loss products. But what makes your ad so unique to me is that the disclaimers in your ad are larger, and more prominent in your ad than in most. There is a disclaimer in almost ever shot. Be it verbal, or in print.
Maybe I could be wrong. And pardon me Taco Bell if I am. Maybe you do believe in the power of your fresco menu to help those of us who struggle with our weight. But your lawyers certainly don't.
What you did do well, possibly to benefit yourselves, is post a link to your fresco menu nutritional info down at the bottom. You have even had your web designers color that little button green. Possibly to help it blend into the background a little. You know, to make it a little less prominent. You clever little monkeys you.
Fresco Menu Nutritional Info.
Now I know as well as any normal, level headed American, that this diet would only work if the consumer follows an actual diet in their everyday life. Low fat, low calorie, healthy choices, plenty of rest, water, and exercise. Tell me Taco Bell, what exactly was Christine's diet plan? She was on it for two years. She didn't eat only Taco Bell. So what did she eat? This is the biggest flaw in your commercial. You don't tell us what the plan is, and how to follow it. How many meals did she purchase from you? How often did she eat in your establishments? You have a very vague diet plan for us mindless fatties to follow.
And how many Americans out there, desperate to lose the weight (that you undoubtedly had a part in helping them gain in the first place) would go for the gusto and eat only Taco Bell? Sure it wouldn't be your fault. The disclaimer is all over your ad's. And, you may make a few extra bucks assuming there are people out there who may think that way. Good for you Taco Bell, bad for the already nutrient starved buying public.
I find it reprehensible that you would even make a slight claim that any of your items may be good for someone. Why couldn't you just advertise you fresco menu like normal. Tell me you have it, and I will make the drunken decision at 1:00 a.m. Don't make claims that you can't back up.
Taco Bell. I have battled the late night drunk lines to get to your food for years. I have battled rude drive-thru employees, wrong orders, and tummy aches from you because deep down inside, I really like you. You have been there for me through my drunken stupors, soothed my "drunk crying girl" tears, and have been there for me and my friends in a pile on the coffee table in somebody's living room listening to us tell the stories of our night. Can't you stick to that? Drunk food. That's what you are, and to many of us, that's all you ever will be. "Fourth Meal" GENIUS! Keep that up.
I hope your new little marketing plan fails. Miserably. Shame on you for exploiting the struggles of the American people for your own selfish gain. Shame on you for telling them that your product is anything other than what it actually is. CRAP.
Way to kick off 2010 Taco Bell.