As I was skimming through my Yahoo!
headline news today, I came across an article that struck a nerve. Really, deeply struck a nerve
. Like nails on a chalkboard; hitting your funny bone off the corner of a table. I’m so disturbed and outraged that I want to drive to Sun-Maid headquarters and give them a piece of my mind. But since this is not possible, I’m taking it to the cyberwaves. Let me ask you. What is wrong with this picture?
Nothing you say. Well no kidding. This, my friends, is the Sun-Maid ‘girl’ – the ‘face’ of a brand that has clearly stood the test of time. It’s iconic, memorable… and even more importantly, this image is instilled in our hearts and minds. Yet Sun-Maid felt it necessary to replace this beautiful, original and REAL Sun-Maid girl with a buxom, Barbie-like computer animation. Just take a look:
So she is pretty. Who gives a flying duck? Really. I don’t know who they have heading up their marketing and advertising efforts, but it doesn’t take a genius to know that their target markets don’t give a hoot about big breasts and a youthful glow. We’re talking about moms buying raisins for their toddlers, bakers picking up a box to make their oatmeal cookies extra good and seniors looking to get on the ‘move’ (if you know what I mean). In no way do any of these groups care about Raisinonia. They care about the original, innocent Sun-Maid Princess. Her name, by the way, was Lorraine Collett Peterse.
The company says the move was made to bring the product more current; to represent healthy lifestyles. Huh? How many people do you see at Gold’s Gym munching on a box of raisins? WTF Sun-Maid. What are you thinking? And more importantly, who are you thinking about? Certainly not your customers. Must be a 30-year-old jock at the helm of your advertising efforts.
What’s your take? Advertising brilliance or complete stupidity? You know where I stand.