Here at goldfoot, we pride ourselves in the marketing we do for the food industry. We do our best to connect amazing products (that are actually healthy), with a population of consumers who are ‘starving’ for alternatives to the crap you usually find in your grocery store.

As such, a big part of our job is research. Label reading, grocery shopping, and snooping in other people’s carts to see what’s out there, and how we can help our client position their product.

Recently, a new snack item hit the market. Snack Factories’ Pretzel Crisps. For those of you not familiar with this new snack, just imagine a small pretzel, smashed flat to make it more like a cracker. Easier to dip…less breakage in packaging….Now, this is not a client of goldfoot, (but wish it was). I bought a bag of their chips after hearing about the failed campaign, and gotta say…Amazing flavor, wonderfly designed chip, picked up by the Trader Joe’s Moothership, and just…damn tasty..especially when dipped in a spicy hummus.

Yet, People are in an outrage over this ad for Snack Factories’ Pretzel Crisps as the brand’s attempt at a play on words has come back to slap them in the face. Someone’s weight and appearance is obviously a very sensitive subject and should be considered carefully. A snapshot of the initial campaign:

If you think even in the slightest that the concept might be in bad taste, you’re among friends. There was an online outrage over the line (writer and art director identity protected here…), and controversy obviously hit their PR (and design) departments…and the line was modified. Quickly. New posters on the street today:

Obviously rushed…bad tag line, and some nasty leading…

Here’s the thing. Should a brand cave to controversy? Didn’t the first tag line earn it’s weight in gold by attracting such controversy? Or is “bad taste” (according to your consumers) destructive to your brand? Is all publicity good publicity?

Send me your  thoughts. We’ve many opinions of our own after 15+ years of dealing with these kind of situations, and eager to hear your stories.

Always happy to a a local firm kick some ass…Cutwater SF and bi-coastal Rabbit directing team + jacksonkarinja have joined forces to create this spot, which basically looks like the Inception trailer at the beginning minus Leonardo DiCaprio’s anguish. Nonetheless, this “Transformation” clip promotes the new game from the Olympic medal-winning snowboarder/skater. According to the Rabbit team, the shoot took three days and every stunt was performed in-camera, with visual effects done by Santa Monica-based studio Ring of Fire.

Love the idea, but thinking about all of the taggers, hackers and vandals in SF who would have a field day with this installation…

Google formally unveiled “Google TV” a few days ago, and I’m excited. That said, I was also intrigued by Google Buzz and Google Wave…

Google TV product manager Salahuddin Choudhary on the official Google blog:

“Google TV uses search to give you an easy and fast way to navigate to television channels, websites, apps, shows and movies. For example, already know the channel or program you want to watch? Just type in the name and you’re there. Want to check out that funny YouTube video on your 48″ flat screen? It’s just a quick search away. If you know what you want to watch, but you’re not sure where to find it, just type in what you’re looking for and Google TV will help you find it on the web or on one of your many TV channels. If you’d rather browse than search, you can use your standard program guide, your DVR or the Google TV home screen, which provides quick access to all of your favorite entertainment so you’re always within reach of the content you love most.”

What this means is television and web, living in harmony, on your high-def TV (with a little converter box, or course). Logitech and Sony are both on board (future televisions will have Google TV built in). Given Google’s amazing distribution power, this may actually change how we receive content (and advertising).

There are a few key concerns, however:

1) Nobody know how much this will cost. If it is more expensive than your cable carrier, I doubt this will float.

2) Ease of use. It’s tough for people to walk away from familiarity (like, say, a remote control). Having tried to navigate NetFlix streaming content on my own television, let me just say, I know a whole lots of people who wouldn’t spend the time on the learning curve. Google had technical trouble during the demonstration. They used a wireless keyboard connected to a TV. Who uses a wireless keyboard to control their TV? Okay…I think my brother does… The tech company claims to be working on a new generation of remotes, but until they arrive, the service could be a serious pain in the ass.

The Networks:

If you’ve done any streaming of network television on your computer at all the past couple years, you’ll notice that networks are yanking shows from some online services, and getting into bed with others. They are stumbling (both forwards and backwards) trying to navigate the broadband distribution of television.

Hulu blocked Boxee from accessing its content on TV screens because its owners (which include NBC Universal, News Corp. and Disney) are trying to protect their core television businesses. They will likely block Google TV from accessing Hulu as well, but it doesn’t change that fact that the web to TV is upon us, and that it will be a pivotal time for the world of advertising.

Stay tuned.

Apple has spent countless millions of dollars making the iPhone the benchmark for smartphones. Yet, the band IZABO, out of Israel, has produced a music video that we feel trumps any ad Apple has put out there:

In San Francisco, there is a love/hate relationship with the Mission neighborhood. On the “hate” side, it is often regarded as a place where entitled hipsters live, cruising around on vintage mopeds (or $1500 fixies), desperately trying to be cool, eating vegan foods, wearing ironic tees, getting tattoos weekly, and living the “bohemian” life in a 400 square foot studio apartment that rents for $2000 a month.

On the “love” side of the equation, the Mission has the highest concentration of artists, writers, designers, film-makers and musicians anywhere in the city. It also has (in our humble opinion) the highest concentration of the best chefs and up-and-coming restaurants, quirky shopping and some of the best venues for live performances. Oh…and…it’s where goldfoot decided to call home.

So for those of you not yet familiar with the Mission (or those who already fell in love), this weekend is the Mission Spring Open Studios! The epicenter of the creative genius in the Mission will fling open their doors and show off what they’ve been up to. It’s a chance to visit a ton of studios in our hood, meet the artists, and hit some great parties.

Not to be missed.

For the official map and schedule, click here.

And Joel will likely be lurking here tonight. Stop in and in your best Heidi Klum voice, say “Hello”.

Goldfoot has done work for Coca-Cola, so it gives us a little license to give props to the hundreds of other firms that have done work for them as well. While obviously not targeted at the United States, this ad made us smile this morning. Well done.

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Imagine for just a moment, the person you most admire. The person you secretly aspire to be. Be that Gandhi, the 53 year old friend of a friend who doesn’t look a day over 39, or Samantha from Sex in the City. Close you eyes for just a second and image who that person is (now, be honest…nobody is around)…

Now imagine that person invites you into their “circle”. You feel noticed, worthy, but not quite there…How do you become BFFs? Most people would mirror and emulate. Meaning, they would buy the same products, wear the same clothes, eat the same foods.

I know. It sounds like High School all over again. But the ugly reality is that Ad Agencies (caps intentional) recognize the power of this psychology, and exploit it whenever the budget allows them. And now, Hollywood has made a movie about it:

I love April Fools Day. Spring is in the air, and we’re all giddy with fun and frivolity. We all love pulling a practical joke on the Account Executive in the cube next to us, or playing that elaborate practical joke on our brother-in-law…but can it backfire when it comes to marketing online?

1) Okay….You got me…and now I feel stupid.
Google has been pulling practical jokes on their users for years now, and most of us delight in what will come next.  This trend in April foolery has been adopted by a wide range of companies over the years now, by messing with their web sites, and playing a little joke on all of us who log in. But what happens to those who don’t get the joke? Google has been good about keeping it obvious as of late (like replacing the Google logo with “Topeka”), but many companies are using inside jokes, and much more subtle humor.

Users that don’t get your joke, at first may be concerned. If and when they do get the joke, they often are left feeling “stupid” and alienated from your company. This is especially true in Social Marketing. A user who may have been a vocal supporter, may suddenly feel self-conscious about posting anything, and stop posting all together.

2) I’m offended
Even if your online joke is benign, be sensitive to how users may be feeling offended–especially if you have an international audience. Jokes that are funny in Montana, may back-fire on you in Thailand.

3) Your site just broke
Be sensitive to those without a sense of humor (or those who don’t share yours). Many users may visit your “joke” site, not take the time to “get it” and assume your site has been hacked or is “broken”.

4) I’ve got work to do. Stop playing.
If your site is all about productivity (especially if you charge a subscription), just don’t play a joke. While it may be insightful, funny, and worthy of an award, it’s going to piss off the people who rely on your site for day to day productivity. For many of your users, it’s Thursday…not April Fools Day.

5) Wow. I SO agree with what you just said (and have not idea you’re kidding).
We all love the Onion. We all say to ourselves, “I have a great idea for an Onion headline”. April Fools day is the perfect excuse for posting that brilliant headline, right? Well, maybe. It depends on the business and website. Keep in mind that not everyone has your sense of humor, and may actually believe what you say (no matter how ridiculous). Even giants like Fox News has fallen for bogus headlines. Even if your idea is brilliant, be certain it won’t mislead your audience.

Bring this to San Francisco, please.

Ikea, if you need help with implementation, just give us a call. More than happy to extend this campaign to bus stops, cable cars, cafes, BART, parks, and beyond.