Pizza Hut has a new campaign - $6 pizzas every day. They even have a TV spot where someone drags in a "pizza special matrix", implying that you can only get a deal on pizza from certain restaurants on certain days. The other actor then dramatically destroys the matrix, pronouncing that Pizza Hut pizzas are $6, every day. 365 days a year.
Then they say at the end of the spot: "Prices may vary."
You just said prices don't vary! You were quite adamant too.
This bothers me because I'm sure (since I spent some time in a franchise organization) there's some clause or some rule that gives individual Pizza Hut owners the freedom to set their own prices, necessitating the disclaimer. But if you make a claim with such conviction then can't back it up, you damage your brand reputation (remember when Ford said they could make a quality product?). Either refrain from the claim, or force individual business units to adhere to the market positioning.
Brand management is so delicate. Everything you say or do either enhances or weakens your brand reputation. Pizza Hut has done some damage to their brand here.
Have your say: Is a disclaimer statement like that influential enough to sway someone's opinion about a brand promise?