It has occurred to me how easily annoyed I am by bad, confusing, or poorly-written commercials. Some folks would just let it be. Not me; I’m in this biz, after all. I try to turn these lemons into luscious lemon curd. (With lemonade, all you can do is drink it; lemon curd, on the other hand, is useful for hundreds of desserts!) So starting today, I plan to spotlight different commercials now and then on this blog, individually. That way, rather than spending a lot of time analyzing several commercials in one post, both you AND I can get through it all much quicker…
Something has been bothering me for months.
It’s a question I never realized even needed to be asked; that is, until I saw a TV commercial for Sargento® brand shredded cheese.
One does not need to be a culinary genius to assume – correctly – that pita chips come from pita bread, graham cracker crumbs come from graham crackers, and those little crushed Oreo® pieces you find in cookies ‘n cream ice cream are, indeed, actual Oreos.
Imagine my confusion, then, when this popped up on my TV:
So, it’s cheese…that’s been shredded…from a big block of…cheese.
I have a friendly message for the good folks at Sargento. If you’re introducing cheese that is shredded from a big block of cheese as a new product – be prepared to answer the following question:
“What the hell were you selling BEFORE??”
All these years, I’ve held the crazy notion that packaged shredded cheese always started out as a big block that was subsequently shredded. Apparently, I’m way off base here.
This commercial annoys me for two reasons. On one hand, I think it’s great that they’re selling real shredded cheese – but if that’s not the way packaged shredded cheese is produced by other companies, TELL ME MORE. Tell me what shredded cheese actually is.
The other thing that bothers me is that it’s being promoted as something “new.” If they said shredding the cheese off the block is the way they’ve always done it, then it would underscore their commitment to quality and tradition. But by saying it’s new, they leave customers wondering how it’s different from whatever they sold previously.
Truth is good. Quality is good. Unique Selling Propositions* are good.
Confusion…not so good.
* Unique Selling Proposition: an industry term referring to the one thing that sets that business apart from all the others. Ultimately, it’s the answer to the question, “Why should I give you my money, instead of the guy next door?”
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