Health Marketing Imbalance

Mike Cessario shares insights about the marketing gap between healthy and unhealthy products, particularly in beverages. His perspective stems from his experience in both the creative industry and health-conscious punk/metal scene.

Key Points:

• Marketing Disparity in Food & Beverages:

  • Most memorable ad campaigns are for junk food, alcohol, and energy drinks (Bud Light, Dos Equis, Red Bull)
  • Healthy products typically use conservative, responsible messaging targeting moms
  • Fun and youth culture marketing is dominated by unhealthy products

• Health Product Marketing Problems:

  • Too preachy about lifestyle choices
  • Relies heavily on fitness models and responsible messaging
  • Quiet and conservative approach that doesn't resonate with younger audiences
  • Focuses on technical benefits (like electrolytes) instead of emotional connection

• Alternative Approach to Health Marketing:

  • Don't be judgmental about lifestyle choices
  • Create inclusive messaging that works across different lifestyles
  • Focus on making healthy choices fun rather than responsible
  • Build authentic connections rather than shouting about product features

• Marketing Innovation Philosophy:

  • Truly innovative ideas often seem comical at first
  • If an idea makes immediate sense, others are likely already working on it
  • In categories where products are perceived as similar (like water), brand differentiation through humor and authenticity is key
  • People prefer giving money to brands that feel human and relatable

• Target Market Approach:

  • Focus on universal products that everyone already uses
  • Don't try to convert new customers to unfamiliar products
  • Create marketing that allows different demographics to naturally adopt the product
  • Build a brand people feel comfortable with in any setting (bars, parties, work, gym)