Irk of the Month

10th September 2009

I really don’t like ranting and do not find it necessarily constructive, but after being made aware of the All Bran “Regular Jane” radio advert, I have exempted myself from relative diplomacy in favour of outright rejection and potentially childish protest.

So, after Regular Jane completes her 10-day All Bran fibre Challenge, she is confident and renewed enough to embrace her entire world. As if she is speaking, the final line goes something like this:

“Hello Birds, Hello World, HELLLO Mr Postman!”

Am I correct in assuming that the ad/brand is suggesting that she really did “get it all”…?

On a slightly critical note, is it really relevant to a wheat cereal if it is the case? Also, someone as diligent as Regular Jane is making a conscious effort to live a balanced lifestyle and eat healthy food. Is it, therefore, not somewhat contradictory to the conscience of a health brand to allude to an affair or a bit of action with a stranger using a sleazy, old-fashioned allusion? I’m certain that the revitalising benefits of All Bran could have been far better translated into a consumer-resonant message or analogy.

Let’s Work Together

Tell me more about your business or brand challenge so we can determine the best way to address it. I’ll always start by assessing the strength and efficacy of your brand and communication, and then evaluate the best solution for your business based on your specific requirements.