I read with fascination in the Wall St. Journal about how Betty Crocker had increased the appeal of its Cornbread mix among African Americans. They did a little research and found a new recipe for enticing this heavy using segment without actually changing the product. Simply by changing the product name to emphasize cornbread over muffins, improving the product photography and adding the photo/endorsement of celebrated black chef B. Smith to the package, the product suddenly had “crediblity with blacks”. General Mills also went to the trouble of creating a “serving up soul” program that encourages black women to maintain healthy diets using B. Smith as the program’s spokeswomen. Meanwhile, competitor Jiffy, which relied on its box and strong distribution to sustain the brand, got burned as Betty Crocker sales rose like a baker’s dream. With a 50% increase in sales from a faux product enhancement this is certainly an example of marketing for good results if not marketing for good.