3.12.2009

No respect: reading the fine print

I read spam.

Not all the time, but every once in a while I have the urge to read the fine print. Navigating the herky-jerky maybe-translated-from-some-Baltic-tongue sales pitch is like a treasure hunt, with the payoff being the realization that for only $19.99 i can obtain 100 captsules of an elk urine derivative that provides 45 to 60 minute erections up to 20 times per day.

Wading into the fine print seems like a lost art. Bombarded by spam and rolling cable news tickers, most of us ... myself included ... see only the headlines. And we're paying the price for it.

They may not be true sucker bets, but they definitely play on the fact that nobody's paying full attention to the fine print.

Tropicana's "Save the Rainforest" campaign ranks right up there. While it looks simply strong on the outside of the orange juice cartons lining the freezer section, it's positively weak in the fine print.

The headline: "By simply buying specially marked packages of Tropicana Pure Premium Juice and redeeming the code on the package, you will be protecting the Amazon rainforest, saving ecosystems and fighting against global warming." For every code that consumers type in (along with their email contact), Tropicana will preserve 100 square feet of highly endangered vanishing rainforest.

The reality: If the rainforest is that threatened, and it's that easy to click-and-conserve, why doesn't Tropicana just step up and save the damn rainforest? Why hold it hostage to a national marketing campaign? Why not preserve the rainforest first, then engage the consumers about what they would like to protect next?

I felt like Sam Kinison for a moment there ...

1 comment:

  1. Really Valid point there. It's almost as if Tropicana is holding us hostage and saying, "We can save the rain forest... only if you buy our product.... Muhahaha." Yeah, how many things today are just repackaged as green to make a buck and fool a complacent public into feeling better about themselves? Yeah, I'm ranting now too - we could use a little more Sam Kineson me thinks

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