The new Idaho Potato commercials featuring Denise Austin, health and fitness expert, attempt to cram a lot of brand messages into one ad. I counted at least 5 in one:
1) the origins of Idaho Potatoes; 2) the health benefits of Idaho Potatoes; 3) the taste of Idaho Potatoes; 4) the value of Idaho Potatoes; and 5) the Idaho Potatoes brand name itself.
For each theme, a variety of support points is given:
1) Origins – “rich, volcanic soil” “pure water” “from the best earth on earth”
2) Healthy – no cholesterol, no fat, 110 calories, rich in nutrients, part of a well-balanced diet, a complex carbohydrate, high in vitamin C, more potassium than a banana, “great source of energy”
3) Tasty – tasty, delicious, “kids love them”

4) Good value – “only about 25 cents per potato”
5) Trusted brand name – “seal of consistency,” genuine, “look for the grown in Idaho seal”
This excess of brand messages is overwhelming to a viewer in a 30 second TV spot!  My first thought after viewing these commercials was “Wow, potatoes must be the second coming!” The influx of messaging makes it difficult for consumers to focus on one specific brand message. It is common knowledge that a successful brand has one, clear, simple and consistent brand message – and that this singular idea pervades their communications. The most well-known brands operate on one singular idea (Disney = family; Porsche = fast;  Jell-O = fun)- and they know that a compelling brand can’t be everything to everyone.
Branding research – and common sense! –  suggests that Idaho Potatoes would benefit from focusing on one main brand message rather than combining 4 or 5 messages in one spot. Sign me, Confused & Hungry for Clarity.