Tuesday, November 22, 2005

PeTA - The Meat & Bones under their Fruit & Nuts

PeTA are to be respected for their marketing genius - they're patient, clever and have a sound grasp of human nature. I remember handling the PR for a State-sponsored Fair when PeTA threatened to visit the sheep exhibits and splash red paint on the prize-winning animals. I can still remember the clatter of metaphorical pitchforks as the farmers and producers rattled their teeth in rage.

"Why, just let me get my hands on their tree-huggin' necks and I'll..." Silly farmers, hunters, and whoever else lets PeTA get under their skin...if the graphic above enrages you, it's simply doing its job.

The cartoon is not meant to convince kids, but to polarize adults. Once lines are drawn, the decision-making process for either side is rather simple - PeTA does nothing more than get people to love or hate them.

"Love or Hate" is an effective business model and it works in religion, politics and promoting social issues.

It's a case of "Three steps forward, two steps back" - a steady desensitization or marketing of a message until it (or a form of it) is acceptable.

PeTA will never "win" and they know that. But their donor base will be loyal, fervent and as a group, long-lived.

Solid work, PeTA!

In the meantime, Happy Thanksgiving, everyone! We're having Turkey, Ham, Stuffed Flounder and on Friday....STEAKS!