Thursday, August 12, 2010

Lady's Choice brand recycles another mayonnaise brand's slogan

For a number of years we've become accustomed to the following taglines from leading mayonnaise brand Lady's Choice:

  • It's time for real.
  • I choose real.

Sounds like a Lady's Choice-led revolution, a step away from the usual, something to stand up for and believe in, right? Then what's this?

Hellmann's Mayonnaise is Unilever's substitute brand name for Best Foods in other countries, and we find here that it uses the same slogan. There is no revolution, no movement, no paradigm shift. Other than milking the slogan, I don't know what to call it. (I don't see this as any different from the false revolution another big company is trying to enjoin mothers with, saying that kids these days don't get enough fruits and veggies based on the food pyramid. So what do they do? They tell moms to buy their milk brand. Huh?!)

Is it really about eating healthy, "real" food? Last time I checked, mayonnaise is used on hotdogs and other types of sausage, and even coldcuts from odd parts of the animal that people wouldn't eat any other way. Mayonnaise is used as dip for french fries, hashbrown, anything deep fried. It even fattens up an otherwise healthy salad. Nothing "real" there except the struggle between Unilever and Kraft to try and OWN the word "real" in the mind of consumers when they think of dips and dressings.

1 comment:

  1. It's my first visit here. Nice blog. Following u.

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