Robert Campbell
Jun 30, 2014

Marketing-claim porn

The sins of those in charge of marketing kid and baby products—not to mention those who buy them.

Marketing-claim porn

So the shock news is that I’m going to be a Dad soon.

If you think you’re scared at that concept, you should see how my wife looks.

Anyway, because of this I’ve been spending some time in the sorts of shops I always viewed as shopping kryptonite.

Walking down aisle after aisle of over-priced plastic—reading the over-enthusiastic claims on every box—I have come to the conclusion everyone who works in kids product marketing departments are wannabe Paula Abdul's.

You know the types, the ones who say everything is “brilliant”…“a-a-a-amazing that”…“best thing since the last best thing”, etc, etc, etc.

But there was one thing, amongst the thousand other things, that really took 'marketing-claim porn' to a whole new level.

Have a look at this.

Yes, I know the grammar is a bit dodgy, but seriously, how good does this product sound?

Can you guess what it is?

Can you?

I tell you what, I’ll give you some clues:

  • It’s not Lego
  • It’s not an Etch-a-Sketch
  • It’s not table tennis

Any ideas?

OK, OK, I’ll give you the answer.

Yep, it’s a gun that shoots mini frisbee’s.

A bloody gun!

I haven’t seen that level of ‘bigging yourself up’ since witnessing a junior art director try and chat up an elegant—and uninterested—goddess in Cannes a decade ago.

But seriously, whoever wrote ‘helps kids use their brains' and ‘Harmonization' of the 2 hands’ and ‘cognize speed, strength and angle’ should be in Hollywood.

Or prison.

In fact, if I hadn’t immediately shoved it in my shopping basket and run to the checkout, I could have made a statement about why society is getting increasingly skeptical about the claims and promises of so many brands. But I did, so I can’t.

Bugger.

 

Related Articles

Just Published

3 hours ago

Reddit launches in-house agency to help brands tap ...

KarmaLab will offer workshops and insights for brands from Reddit users.

3 hours ago

Adlanders work long hours because clients don't pay ...

The D&AD chairman places the blame for adland's long-hours culture at the door of marketers.

3 hours ago

Chaka Sobhani promoted to global chief creative ...

Sobhani will still head up creative at Leo Burnett London.

15 hours ago

Forrester CMO pushes for tighter integration of ...

Marketers need to tighten up oversight over all the touchpoints in the buying journey, which has increased from 17 to 27 on average during the pandemic, according to Shirley Macbeth.