Side-stepping the bull

How Sarah Collins, founder of Wonderbag, is changing lives globally

Evan-Lee Courie

I bought a large bag of Fritos(R) chips last night and this is what the back of the packet said:

-------------------------------------------
CUT

THROUGH

THE...

This is the place where you
normally get the marketing spin.
You know, about how this
product helps change your life, get
the girl or meet the man of your
dreams.
We're a bit more down to earth.
To cut through the nonsense,
we're only going to say one
thing because it's what Fritos
stands for.

With Fritos, what's
important is the crunch.

Nothing crunches as good as Fritos.
We might play around with this
and that, try a few different things,
who knows? But one thing's
guaranteed ...
WHEN IT COMES
TO THE CRUNCH,
THERE'S NO
COMPROMISE"
-------------------------------------------

Thank you, Fritos, for taking a fresh promotional approach. I suspect they did their homework and understand that today's savvy youth market can spot bullshit a mile off and resents being spoken down to. Okay, the bit about the 'crunch' could maybe be seen as a slight capitulation to marketing spin, but well done, all the same!

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Side-stepping the bull

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