For heaven’s sake,
and for the happiness of our shareholders,
don’t ingest this obviously indigestible packet of silica gel!!!
73 tips for a neater kitchen!
19 ways to build confidence in kids!!
52 places to visit before you die!!!
(And yes, we know you can’t visit them after.)
I believe this is the first time I’ve written about extraneous communication driven by, well, I have no idea what desire. Let me explain.
In the run-up to Super Bowl, grocery stores here stocked up with tasty near-food items, with all varieties of chips prominently displayed on the unavoidable path between the produce section and the checkout lanes/kiosks. So it was that I noted what seems to me to be a new trend in labeling: highlighting that packages are intended for more than one person, to wit, Family Size. Or, as the marketing jargon variously has it, even in the same brand, Sharing Size.
I must report that I could not distinguish between Family and Sharing, and I’m sure there’s another possible post along those lines. But let’s stay focused. I know of no one who would mistake this bag of chips for a single portion, so it wasn’t a public-health warning. That leaves me wondering why they bothered. I mean, 2-litre cartons of milk are not so labelled. Nor 18-hole cartons of eggs. Nor 10-kg frozen turkeys. Nor 1.5-litre bottles of wine. Nor 750-ml bottles, for that matter.
But although marketing communication is often ineffective it’s rarely haphazard: I expect they intended Something.
Maybe it’s a speed-&-feed thing to communicate quickly with harried shoppers.
Got family? Got friends?
This is the bag you need!
Yes! This one!
Go, GO, GO!!!
Maybe it’s a subtle up-sell thing to entice shoppers to buy more than they might have intended.
Ah, ah, ah. Don’t reach for that little standard bag.
Your family/friends deserve the Family/Sharing Size,
don’t you think?
Maybe it’s a graphical thing to balance the swoop that announces the flavour of (baked) (pita) chips on offer here. (No mere Plain, you note, but Simply Naked™.)
Buy our chips.
We make enough (I mean, we care enough)
to make jobs for graphics designers.
Whatever kind of thing it is, I expect it’s coming soon to more products near you.