A number of new products have hit store shelves lately with some serious design issues. It’s not that the products don’t work. The problem is that the products look like something else. This confusion can turn into a safety issue for our children.
Fire marshals around the country have been pushing hard for the ban of novelty lighters. These lighters are designed to look like toys. Some have flashing lights and sound effects. The Oregon State Fire Marshal has a photo gallery of the novelty lighters. A Consumer Reports warning about the products reported numerous deaths, burns and fires caused by the lighters. Their kid-friendly design is a magnet for small children. It’s just a head-scratcher for me. Why would marketers believe that adults want to carry lighters that look like a toy? Does it make smoking look cuter? It smells like a desperate marketing tactic designed to expand the market of lighters to younger users.
Another unfortunate package design hit the market last fall courtesy of Hershey. The company launched Ice Breakers Pacs — a white powder packaged in small bags which police groups say closely resembled dime bags of street cocaine. Police and parent organizations raised concerns. Under pressure, Hershey announced they would cease further production in January. Some critics said Hershey should have used a recall to get the candy off the shelves immediately.
In both of the cases, I can’t comprehend how products or packaging ideas like these get off the drawing board and into production. I can only assume that the groups designing these products either do not contain parents or perhaps they left their “parent radar” at home. Perhaps the lighter manufacturers only consulted a target audience of young female smokers. Perhaps Hershey only polled teens.
Still, the cynic in me believes that these companies knew exactly what they were doing. My unsolicited advice to manufacturers and marketers … before you hit the shelves, go ask some moms what they think. If your marketing doesn’t pass the “mom test,” perhaps it’s time to dust off that ethics policy.
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