Friday, June 23, 2006

It's been like a year, so here's something to ponder

I went to eat breakfast this morning, and I happened to read the box top on my corn flakes. It stated the following:

"If it doesn't say Kellogg's on the box, it's not Kellogg's in the box."

Needless to say, I was floored by this deeply profound advertising campaign. Why say things like, "Kellogg's is fun" or "Kellogg's is delicious", statements that, while encouraging me to try this fun, delicious cereal, are inherently subjective. Instead, Kellogg's has chosen to go the route of making a bold, obvious statement, in the hopes that I choose my cereal based on the whether or not the manufacturer is willing to be boldly obvious with me (let's hope I don't choose my cereal based on how intelligent of an advertising campaign the brand might have). Of course, the Ford motor company might have difficulty making a statement as bold and obvious as Kellogg's:

"If it doesn't say Ford on the car, there might not be a Yamaha engine in the car. Or there might be. But if it doesn't say Ford, there's at least probably not a Ford engine in the car. Because let's be serious for a minute here, who would put a Ford motor in their car if anything else were an option?"

And that's sort of a long statement for an advertising campaign. Especially in a society with as short an attention span as - hey, are you even still reading this? Fine, then I'm not writing it anymore either.

Look forward to another post, hopefully in less than a year. Maybe even a week.

2 Comments:

Blogger Riker said...

I totally inspired the Ford/Yamaha analogy.

Here's a quick impression of me over the last three months or so:

"I have a Ford Taurus. But it's totally not a Taurus. I mean, it is, but it's totally better than a Taurus. You know why? Because it has a special Yamaha engine in it that makes it way faster. See, Yamaha engines are way better than Ford engines. So much better, in fact, the only way to effectively express how un-Taurus-like it is is to take the name 'Taurus' and then add the letters 'SHO' underneath them. Which makes it a SHO, not a Taurus. Either way, it's better. Yamaha."

Yes, that was a caricature, but I believe every word of it.

June 26, 2006 at 11:25 AM  
Blogger Sue Fisk said...

There's NO soup like Progresso, though.

August 10, 2006 at 9:37 PM  

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