beef planning

04/04/2003 08:59:00 AM
The beef industry board, called the 'National Cattlemen's Association,' is trying to combat increasing vegetarianism in teens, particularly teenage girls. They put out a website that we find particularly funny, called Cool-2B-Real.com, where they hope teen girls will go to chat, have fun and play games like 'Grillin and Chillin' or 'Burger Boggle.'
http://www.cool-2b-real.com/

The logic behind the site's positioning of beef is that apart from the obvious ecological and ethical arguments for not eating meat, the decision to go vegetarian is often a statement of identity: that the teen is someone who thinks for herself in a life context where most everything else is dictated to her, that she can take a stand.

The cattlemen's association is positioning meat-eating as 'keeping it real,' in the sense that being vegetarian for the above reasons is playing out some sort of identity piece rather than 'just being yourself.' They are hoping to offer undecideds and tag-alongs a way to see meat-eating as the stance of one who resists peer pressure and feels secure in who they are without having to make public stands to show it.

But Cool-2B-real.com is misled the way many brand websites are: there's no draw. Teens have thousands of website options where they can play brand-inspired games or chat. What is possibly going to draw a teenage girl to the beef 'keep it real' site?
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