Chipotle was taking on pink slime! Moreover, boutique locavore food was expensive, but at Chipotle people could now assuage their worries with a $ 7 burrito. Because they tapped into anxieties percolating in the crowdculture, Chipotle’ s films never had to compete as great entertainment.
5. Innovate continually, using cultural flashpoints.
A brand can sustain its cultural relevance by playing off particularly intriguing or contentious issues that dominate the media discourse related to an ideology. That’ s what Ben & Jerry’ s did so well in championing its sustainable business philosophy. The company used new-product introductions to playfully spar with the Reagan administration on timely issues such as nuclear weapons, the destruction of the rain forests, and the war on drugs.
To thrive, Chipotle must continue to lead on flashpoint issues with products and communiqués. The company has been less successful in this respect: It followed up with a Hulu series that had little social media impact because it simply mimicked the prior films rather than staking out new flashpoints. Then Chipotle moved on to a new issue, championing food without GMOs. Aside from the fact that this claim challenged its credibility( after all, Chipotle still sold meat fed by GMO grain and soft drinks made with GMO sweeteners), GMO was a relatively weak flashpoint, a contentious issue only among the most activist consumers and already touted by many hundreds of products. These efforts failed to rally the crowdculture. A number of other flashpoints, such as sugary drinks and industrial vegetable oils, generate far more controversy and have yet to be tackled by a major food business.
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