GNC, the vitamin store company, is trying to improve its image, but the company won't get a spot in this year's Super Bowl. Although Fox News accepted the ad, the NFL pulled the plug.
According to AdAge, "Jeff Hennion, exec VP-chief marketing and e-commerce officer at GNC, said the NFL objected to its commercial because fewer than 3% of its products include two of the 162 substances banned by the league. According to Mr. Hennion, the NFL has approval rights over commercials in the big game." NFL also wanted GNC to change its logo, which has the name on a pill bottle. The company was working on that, but the commercial was still rejected.
- Why do you think the NFL rejected GNC's ad? Is it about the banned substances or something else? Related question: What's your view of the ad?
- I can't find a statement from the NFL. Should the company make a comment? What are the advantages and potential downsides?
- GNC makes an interesting argument with the 3% claim. Do you find it convincing? Consider principles from Chapter 9.