7 Lies that Flavor Copywriters Tell to Keep You Guessing
Marketing Analysis • 2024
7 Lies that Flavor Copywriters Tell to Keep You Guessing
Decoding the tactical fog of consumer packaged goods and the meticulously engineered triumph of the bottom line.
of flavor descriptions in the modern consumer packaged goods industry contain no reference to a specific fruit, nut, herb, or spice found in the physical world. This is not a failure of the marketing department; it is a meticulously engineered triumph of the bottom line.
Non-Specific Descriptions
The statistical majority of product descriptions favor evocative imagery over biological reality.
When Halima picks up a sleek, gradient-colored box and reads the description for the third time, she is looking for a lifeline. She wants to know if the experience will be tart enough to make her wince or sweet enough to settle a craving. Instead, she is met with “a cascade of tropical sunshine with a whisper of cool.”
She stands there, balanced on the balls of her feet in a fluorescent-lit aisle, trying to decode a poem when she actually needed a map. The copy floats six feet above the only question she has, and in that gap between her curiosity and the product’s reality, a sale is made.
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The Tactical Fog of Ambiguity
The poetry of flavor is a tactical fog. If a company tells you a product tastes like “Granny Smith Apple,” they have set a rigid benchmark. You know what that
