Monday, August 08, 2005

Marketing for Dummies

At the supermarket checkout aisle last evening I noticed a new product: a "Gardening for Dummies" book in a flimsy little $3.95 supermarket-checkout-aisle edition. I think there were some other titles too -- Cooking for Dummies or something.

I'll criticize capitalism until the cows come home, but sometimes you gotta hand it to the Manufacturers of Desire. I know a great brand extension when I see one.

On the other end of the scale, we have the Frito-Lay Corporation of America. According to their new labeling, their Tostitos tortilla chips are "Now Even Tastier!" One wonders: What were the slogans that they rejected? "Now Even Cornier!" "Now Slightly Less Dusty!" ""Now with Even More Air Inflated into the Bag!"

And what's the ROI on the research and development of a slogan like "Now Even Tastier!"? After-tax, of course. Got to love that R&D tax credit.

And does anyone remember Taco flavored Doritos from the 1970s? My favorite, now rarely found anywhere. Once again, capitalism fails me.

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