The time-honored practice of appealing to consumers’ emotions is in vogue among restaurant and beverage advertisers lately. But this time the plan is to lift consumers’ spirits rather than to tug at their heartstrings.

Until recently, restaurants were so intent on making competitively based “better-tasting-than” and “less-expensive-than” comparisons that the sparks flamed into some legal battles. Now the tone has shifted significantly, and companies are focusing instead on inspirational messages and imagery.

Free Speeches: Some sectors of the food industry seem to be borrowing from the inspirational playbooks of Tony Robbins (Awaken the Giant Within) or Jack Canfield (Chicken Soup for the Soul) to give America a big pep talk. Dunkin’ Donuts embraced the notion in its newset $100 million campaign titled “You Kin’ Do It.”

One Dunkin’ ad features a variety of Everyman Americans in common, but overwhelming, situations like shoveling mountains of snow, processing piles of paperwork, or caring for multiple babies. Thanks to Dunkin’ Donuts coffee, these people beam, “I kin’ shovel out this driveway,” “I kin’ make it to nap time,” and “I kin’ finish off this paperwork.”
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Similarly, Pepsi-Cola’s new “Refresh Everything” campaign features a catchy tune telling consumers, “The world is full of energy, and there’s a lot inside of you and me.” Meanwhile, the screen blinks with bright colors and moving shapes sending happy greetings that claim: “It’s Time for Optimism.”

Bootstraptivism: Decades ago, Pepsi told an increasingly sedentary American population that “you can do it; we [Diet Pepsi] can help.” But at the time the message was focused on losing weight. Now the goal is much loftier, given that it’s the economy that needs to get in shape.

Pepsi’s “Refresh Everything” campaign includes the empowering message to youth that “Every generation refreshes the world.”

To get everyone started, Pepsi has set up a “Help Refresh America” Web site, where people can conveniently record and display a video letter to the president. Respondents include a mix of regular Joes and celebrities like Eva Longoria Parker and Jeff Gordon.

Starbucks is even promoting a campaign that allows consumers to pledge at least five hours of community service in return for a cup of coffee. To aid in the effort, Starbucks partnered with the HandsOn Network to help people locate opportunities within their communities.

To help, Oprah Winfrey promoted the campaign, linking it to the president’s message...

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