How do you market "The Other White Meat" to women?
(click ad to read copy)You desperately and unconvincingly compare Pork to nail polish—"two handy-dandy things I can't live without." And you make the meat cuts look like painted fingernails! Cute! Also? You write the copy as a first-person testimonial—a fake first-person testimonial (ah, the specious faketestimonial, crutch of weak ad minds worldwide). Then, you place the ad in the June Martha Stewart Living and cross your fingers (ad emailed by Dina Shapiro).
previously in marketing to women: diamond brand promises powerful monogamy; Butch Cassidy sez: bang your husband, eat your greens; introducing Fuck-Me Camels; the simplest makeup ad ever; and the Kotex beaver.
posted by copyranter @ 10:30 AM
12 Comments:
I thought at first glance this was a PETA thing... telling us corporate farming soaks pigs in lacquer and acetone.
"Glazed pork belly" now takes on noxious associations.
If you follow the copy you get this equation:
duct tape= clear nail polish= pork
Pork tenderloin is the swiss army knife of foods because "I can fix just about anything with it LICKETY-SPLIT"
"The Other White Meat" kinda works, but "Don't be blah." could be used for anything.
If the goal was to make the consumer gag and swear off of "the other white meat", then it's a smash.
I thought it was PETA.
Wow... the National Pork Board sure does understand women! I mean, who cares if you only earn 78 cents on every dollar a man makes when you can be making sure that your lingerie doesn't fray. Most women I know are simply too busy mending their pantyhose or cooking pork tacos to care about things like global warming or water supply contamination from fecal lagoons on hog farms. Thanks, National Pork Board for reminding us women just where are place should be!
1) "lickety-split"?
2) "lickety-split"?
3) Nail polish stinks. No one wants to think about food + nail polish.
This so reminds me of my mom the surgeon! She carries measuring cups and a mixing spoon in her purse, you know, just in case.
Talk about completely inauthentic. And, besides, isn't something that fixes everything sort of "blah" by definition? Completely muddled brand story.
From now on, every time I see anyone eating pork, I'm going to go over to them and vomit on it. And not just because I'm a Jew. (Well, partly.)
Gross. Now I'm associating pork with lady fingers. Real lady fingers.
LOL yeah pork and the thought of smelly nail polish does not work for me.
Yuck! This reminds me way too much of the MO of the Ice Truck Killer in the first season of Dexter. You know, in the block of ice.
not gonna lie... I kinda want some pork tacos.
Jeremy G is so feisty. It would be kind of amazing to just walk up to someone and vomit on their food. Just cuz you could.
I first saw another ad in the series -- "Pork & Jeans" -- and thought it was supposed to be a pun on pork & beans. I was giving the agency too much credit, I guess. I suppose they credited them with the stopping power of the cognitive dissonance of the headline, but the absurdity of it seems more pitched to men than women. I suppose the man's version of it though would be something like "Pork and Turpentine."
(Daily postings at Deconstruction on Madison Avenue at craigmcnamara.blogspot.com.)
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