“And that’s show business”

Do the marketers from your favorite wellness brands have your best interest at heart?

As someone with a trained eye, I can see through unethical marketing.

The best marketing doesn’t feel like marketing.

Sorry in advance if you’re a victim to this wellness trend. Flat tummy tea is a detox tea brand

that claimed to reduce bloating and make you skinny. In simplest terms without getting into the

nitty gritty Flat Tummy Tea is a laxative. Their marketing strategy set them apart because they

didn’t market like a supplement company but marketed like a wellness-lifestyle brand.

Does the flat tummy tea marketing team deserve a raise or jail?

Reasons why they deserve a raise:

• Hit the nail on the head on consumer pain points (bloating and tummy discomfort)

• Used the biggest influencers at the time (Kim Kardashian)

• Simple value proposition (easily understood)

  Reasons why they deserve jail time:

• Misrepresentation ( they marketed as “wellness” but was a laxative)

• Deceptive Before and after tummy pictures

• Blurred advertising disclosures

• Preyed on young girls body insecurities

Textbook Trojan Horse marketing

The Trojan Horse: Detox teas entered the market not as laxatives, but as “ USDA certified

organic tea formulas made with ingredients traditionally used to support the body’s natural

detoxification process.”

Whats actually inside the horse

forced bowel movements + dehydration + temporary weight loss