BrandSniper: Corn Refiners Association

By now you've probably seen at least one, and perhaps all three, of the ads that the Corn Refiners Association is running.

Each follows the same format: Character A bristles at the notion of serving or consuming a food or beverage because it contains high-fructose corn syrup (HFCS), and "you know what they say about that."

Character B asks Character A to explain. At this, our protagonist is reduced to a stammering fool, until Character B sets him or her straight on the facts about HFCS (including such gems as, "Nutritionally, it's the same as sugar" - well, consider me reassured!). Each ad then invites the viewer to "get the facts" at SweetSurprise.com.

The ads are clearly meant to change perceptions of HFCS. But I'm wondering if they don't do more harm than good. Because in order to change a negative perception, that negative perception has to exist in the first place. I was rather indifferent about HFCS before this campaign, but the ads have been running in such heavy rotation that I'm now convinced that HFCS must be truly awful, and I will avoid it at all costs.

I'd guess there are many more like me: People who didn't know there was a problem with HFCS, or didn't give it much thought, until the Corn Refiners Association - hardly a credibly impartial body - went out of its way to let us know that it's fine in moderation, etc., etc.

One might question the wisdom of presenting negative brand associations to an audience that was unaware of them in the first place.