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Fresh Squeezed Taste

 
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jabailo



Joined: 20 Mar 2006
Posts: 1273
Location: Kent (East Hill), WA

PostPosted: Sun Aug 23, 2009 4:42 pm    Post subject: Fresh Squeezed Taste Reply with quote

Sale on Florida's Natural Lemonade at QFC, 2 for $5.

Just finishing off the Rasberry flavored one and I noticed the label Fresh Squeezed Taste....and to re-emphasize it, a bigger rendering repeating Fresh Squeezed OLD FASHIONED Taste.

With these things, I always think back to the classic On Advertising by David Ogilvy. According to the founder of Ogilvy and Mather, the best two words for selling a product are new and free. He follows with, while you can't always give away something for free...you can almost certainly find some way to say that something is new about product. New design...new scent....new cetera.

Following the spirit of the "you can always say" Florida's Natural offers fresh squeezed with the word taste. Now in 2009, we are at least two generations removed from a time when citrus fruits were pressed into funny little dishes to make a breakfast drink, so there really isn't a benchmark for most of us to evaluate the statement. It's as if, regardless of the quality of the orange or the skill of the squeezer, just because means that it tastes good (and by the way, Florida's Natural lemonade does taste really good...especially after the bike ride I just took).

FN then has to top themselves with fresh squeezed OLD FASHIONED (their capitalization) taste. Again, they acknowledge that fresh squeezed taste is something most of us will experience only through some kind of race memory in our collective unconscious, because parents aren't up at 4:30 am on a school day making flapjacks for the kids. OLD FASHIONED taste is a great term because it implicitly acknowledged that in our modern world the entire food supply has gone to hell. Much of our food is tasteless, and somewhat harmful...it's really not even "food" most of the time, but something that looks like what food once was (the typical supermarket tomato is a good example).

So, yes, FN must harken back to a day when people squeezed fruit, and also know that that was done in OLD FASHIONED days. Makes me want to buy a squeezer.
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