First, General Motors has decided that advertising on Facebook and the Superbowl isn’t a good use of their advertising dollars, so they won’t anymore. I don’t know about you, but this is glorious music to my ears. Finally, a big brand has had the guts to pull back the curtain and begin the long slog back to well-reasoned reality. Just because a lot of people show up to look at something doesn’t mean they’re going to pay attention to, or be affected by, you, in the corner, jumping up and down and yelling “hey, look at me!”
Second, Hellmann’s mayonnaise has come to its senses regarding the tagline it chooses to hang its lid on. Not being on the inside, I’m not privvy to the reasoning behind abandoning the short-lived It’s time for real tagline and returning to at least the second half of their timeless, iconic Bring out the Hellmann’s and Bring out the best. I can only speculate that It’s time for real flopped as a tagline because it was one of many recent taglines touting this whole “real” thing, diluting the message as a result of being part of a bandwagon.
And perhaps, also, because, as I wrote about a million posts ago, “real” is such a slimy attribute. In one obvious sense, everything we buy is real, or else we’re really getting ripped off. In the sense that I’m sure Hellmann’s intended, where real is contrasted with the presumed artificiality or fakeness of some competitors, while there may be some grounds for this claim, it apparently isn’t resonating. I’m guessing taste trumps realness among mayo fans. In fact, if you go to their website, you’ll find a modification of last year’s tagline, which now reads Real Tastes Better—obviously indicating that “real” by itself wasn’t doing much, so they needed to connect the dots regarding why real is such a good thing. Curious that they didn’t choose to go right to the word they’ve used for decades, “best”, instead opting for the more modest “better.” And, of course, also curious that they’ve returned to the old tagline for their TV advertising while apparently choosing not to, or failing to, align their website, tagline-wise.
Okay, here’s my “too lazy to research” tagline trivia question for the day: Which tagline debuted first, Hellman’s Bring out the Hellmann’s and bring out the best or Budweiser’s Bring out your best?