Crystal tears poured from his eyes as he looked at Sidekicks, reduced-sodium entrees. But don't worry Little Salt Shaker, soon you'll get a chance to be at everyone's dinner table.

A couple of nights a go I saw an updated ad for Sidekicks, reduced-sodium entrees. This time the ad ends with an offer for a free replica salt shaker from the commercial. The folks at DDB  Toronto have done a great job of making the sad salt shaker a brand touchpoint for viewer recall; however, here's where I see a strategic flaw. Yes there is a consumer void to be filled in by allowing people to get their hands on this character in real life. But. Being able to get this salt shaker contradicts the whole message of Sidekicks, REDUCED-SODIUM entrees.

On a behavioral level, this ad makes you feel guilty for leaving the salt shaker aside. And guilt makes you fall on bad habits. Once you see this ad you're actually more likely to have salt in your diet. If i'm supposed to be catering to a lifestyle that includes less salt, then why am I being persuaded to get a salt and pepper shaker?

Now here's where i'm going to go Dr. Wonka on you. Not too long ago I came across a study about the impact of cute visuals on the brain. It goes like this, Dr. Sherman at the University of Virginia concluded cute visuals of kids and dogs trigger the mortar cortex of the brain to work harder at finely coordinated movements. If anything, DDB's heart wrenching animation triggers this desire to use my motor cortex and hold the Sidekicks salt shaker and pour out the crystal tears.