Americans, as usual, think everything they have is the best in the world. And, as usual, little do they know that what they have completely sucks.
Take candy bars, for instance. When I was a kid growing up here in Canada, I loved Kit Kat candy bars. But, after living in the US for a long time, I learned that they're actually different here in Canada—and much, much better.
In the USA, anyone who appreciates high quality chocolate will tell you that, typically, the best chocolate sold there is from elsewhere. The reason is because American chocolate contains a lot of emulsifiers or fillers designed to keep the chocolate from melting on the store shelves, which is a real concern, especially in the parts of the USA where it can get very hot. The other, more important reason the emulsifiers are there is to "bulk up" the chocolate so the companies make money money and the customer gets less chocolate. Here in Canada, keeping the chocolate bars from melting on the shelves isn't as much of an issue. It's -25C outside as I write this.
Americans will say, "Hey, we have Kit Kat bars here in the states!" Yes, you do, but do your research. They're made by a different company than they are, say, in the UK or Canada. Here in the north, ours are made by Nestle, who still makes pretty good chocolate. Yours are made by a company that figured, hey, let's license the brand name and packaging, but use our American chocolate. Note my italics: American companies recognizing a good brand name is what they do best. Making good chocolates, however, that's another story.
If you don't believe me, Americans, have a look at your Oreo cookies, which are also different (and better!) here in Canada. Here, they're not made by Mr. Christie instead of Nabisco, and they're still baked. They're cookies, after all! The cookies still have the tiny bubbles in them from that baking process, so they'll float in milk instead of sinking. And if one falls into your milk, you can fish it out of there without it becoming a goopy mess. In America, the Oreo cookies are made by Nabisco (think: Kraft Foods, Phillip Morris, and cigarettes) and are not baked at all——they're just pressed together, like particle board, to save the time and expense of baking them.
An ex-GF of mine once got sick of me telling people this so she blindfolded me and I could still tell the difference. It's night and day to me.
The reason this is happening is because America no longer delivers intangibles. They're saying, "You got your fuckin' coffee—move along, now." That sort of thing. The "product experience" has moved upstream to the purchase point. It is no longer about the experience one has while consuming the actual product. This is what "branding" actually is/does. Products no longer need deliver the experience. It's about how you "feel about yourself" having bought X or Y brand's product.
This is also why I "hate" China. Their products are perfect for the American market. They have ZERO quality and don't pretend to. I once bent a Chinese screwdriver trying to use it, the metal was so soft. I like to jokingly make a non-PC joke that this is why there's 1.2 billion Chinese in the world: It takes 10 of them to do the job of a real person. They're just bad copies of each other. :D
Labels: america anti unamerican oreo cookies kit kat chcolate canada nestle branding