Monday, March 15, 2010

Leaving tracks.

The picture above is the lid from a container of Blue Bunny ice cream.  Blue Bunny ice cream is pretty good ice cream.  Of course, even bad ice cream is pretty good.  Unless its meatloaf ice cream.  That's not so good.  But anyway...

"Bunny Tracks®" ice cream, as a flavor, is pretty good.  It's got, "Vanilla Flavored Ice Cream with Thick Fudge and Peanut Butter Caramel Ribbons, Chocolate Covered Peanuts and Peanut Butter Filled Chocolate Bunnies."

So why give it a poopy name?  And I suspect last-day-on-the-job art direction.

I'll assume the brown smear across the mound of ice cream is the Bunny Track?  If it is, that bunny has dysentery and shouldn't be anywhere near food.  Or maybe those lumps are the Bunny Tracks®...if so, I bet that bunny can run a heck of a lot faster now that it's dropped 10% of its body weight on the spoon.

Being fair, cutting through product clutter is a roll of the dice.  The reward of success is like Vegas - big enough to try, but the last statistic I read on new-product introductions is that 19 out 20 fail.  Even understanding that Bunny Tracks is probably a promotion product, scatological tactics are a sign that something in the Creativity Department needs to be flushed.

Even stranger is that Personals - the brand line for this particular product - appears to be aimed at women.  Maybe I'm hangin' with the wrong group of gals, but they don't find dookie appealing at all.

"Bunny Tracks is Sadvertising for the the same reason Boeing doesn't name its passenger airplanes "Lawn Dart" or Estee Lauder doesn't sell "Meatloaf" perfume.

Geez.  Rocky Road sounds rather upscale about now.

UPDATE:  Two Sadvertising readers have responded - one said SHE almost bought some for her husband.  Then another let me know about Pig Trail ice cream.  I'd imagine Pig Trails are somewhat more substantial than Bunny Trails.