But about this whole "With a name like Smucker's, it has to be good!" ad slogan, um, after so many years, you'd think they'd come up with something else. It is very well known by now, that's true. But it's basically well known because A.) they repeat it a lot, and B.) it gets made fun of a lot! It sounds like they're saying: "With a name like Smuckers, it has to be good, because it sounds disgusting, and it turns my stomach every time I hear it: Yuck!" (SNL even had a sketch about this name issue back in season 1 or 2, I think, which is really ridiculous.) And if you're hobbled like that to begin with, and then you constantly remind everyone about it, you're taking attention away from what you're selling: fruit preserves. So you'd think (well, I'd think, anyway) they'd want to say something else about their preserves other than the nebulous, nondescript: "(it's) good". But what?
The issue of preservation comes to mind, but it doesn't sound like a good way to advertise preserves. But I suppose you could go the route of showing a famous painting of fruit being preserved or restored (like a Cezanne still life of fruit), and then the ad says that Smuckers is preserving the actual fruit into just as much of a work of art! And then they could go the route of saying it's an art form the way they make preserves, etc. And then they could have a campaign where artists paint versions of famous works of art on toast with different flavors of Smuckers preserves (as the different colors of paint, painted on with a butter knife), to drill into our heads the idea that Smuckers preserves is a work of art, and the way they make it is an art form. See? And then they could simply skirt the whole issue of what the name sounds like.
Hey, how about if they made a fruit preserves version of those yogurt squeeze thingies that kids eat? They could call them "Smuckers' suckers". And you could suck the preserves out of the squeeze tube. Kids seem to love those yogurt things, so maybe preserves could work too. (Or would that just encourage a whole new fetish of "preserves pervs" who like to suck on stuff, and then make the brand look bad?)
The issue of preservation comes to mind, but it doesn't sound like a good way to advertise preserves. But I suppose you could go the route of showing a famous painting of fruit being preserved or restored (like a Cezanne still life of fruit), and then the ad says that Smuckers is preserving the actual fruit into just as much of a work of art! And then they could go the route of saying it's an art form the way they make preserves, etc. And then they could have a campaign where artists paint versions of famous works of art on toast with different flavors of Smuckers preserves (as the different colors of paint, painted on with a butter knife), to drill into our heads the idea that Smuckers preserves is a work of art, and the way they make it is an art form. See? And then they could simply skirt the whole issue of what the name sounds like.
Hey, how about if they made a fruit preserves version of those yogurt squeeze thingies that kids eat? They could call them "Smuckers' suckers". And you could suck the preserves out of the squeeze tube. Kids seem to love those yogurt things, so maybe preserves could work too. (Or would that just encourage a whole new fetish of "preserves pervs" who like to suck on stuff, and then make the brand look bad?)
