Okay, we’ve heard it for years out of Hollywood; all they make are sequels, reboots and movies based on comic books. Why? Branding! They only want to make stuff that people already know, and therefore is easier to market to the public. The problem is that this mentality has spilled over into the snack aisle down at my supermarket.
Think a minute…has there be any new cookie invented and marketed that hasn’t involved the word “Oreo?” Or ice cream, Pop Tart or dessert item? No, there hasn’t. Nabisco has totally redirected its Research and Development team to see how many different flavors of Oreo they can come up with or how many different foodstuffs they can jam them into. There was a time when the cookie aisle was chock full of sandwich cookies, chocolate chip cookies, ginger snaps, fudge cookies, oatmeal raisin, peanut butter, animal crackers and wafer cookies. Now, it’s 50 Shades of Oreo. Is this it, America? We put a man on the moon and can email Groupons, but we can’t think of a new kind of cookie?
The closest thing I’ve seen to innovation in the cookie industry is Keebler ripping off Girl Scout cookie flavors. And that’s pretty low, taking business away from Girl Scouts. No wonder the Girl Scouts were forced to counter with allowing their cookies to get mixed into my Breyer's ice cream.
So, this is where we stand, America. We’re unable to advance forward because people may not like something, it costs too much to try and it might fail, so we hedge our bets by marrying our concept to something else that was successful, despite the fact that the risk of failure is still there.
And don’t get me started about the potato chip aisle!