One of the great advertising lines of all time was David Ogilvy’s “The consumer isn’t stupid, she’s your wife.” Reading today’s news that PowerBar Pria kicked off a "Sparkle and Shine" online sweepstakes to herald the redesigned Pria Web site as a lifestyle resource for women's health and nutrition had me shaking my head in bemusement. Christine Vleck, associate brand manager for Pria, had this to say in a statement. "Pria bars are designed to give women the nutrition their bodies need to feel good from the inside out, the sweepstakes and redesigned Web give women the opportunity to re-energize, refresh and add some spark to their daily life routine." Listen Christine, it’s a granola bar, and no woman I know is going to “spark up their daily routine” with a lousy granola bar. Now a couple of “Cosmo’s might do the trick!
Now what woman wouldn't go ape for that?
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Ya mis-read it Georgie, and the reality is worse... she says "the sweepstakes and redesigned Web give women the opportunity to re-energize, refresh and add some spark..." - talk about ridiculous statements. Bet it was written by a 21 year old PR manager that was handed the positioning line and told to work it into the announcement.
Posted by: Anonymous | May 17, 2006 5:23 AM | Permalink to Comment