@Fritolay's taglines have evolved with this trend to dial-down craveability and amp-up wholesomeness. "Food for the fun of it!", which I wrote at @LandorGlobal around 1998, briefly become "Good food for the fun of it!" before adopting its current tagline, "Good fun!"
I find this is true when developing novel product descriptors. The best ones tend to be a modification of an existing term, not an entirely new one. Think "smart phone" not "portable digital assistant". #naming
Everybody wants to create a category, but they forget NO ONE IS LOOKING FOR that new category!
99% of the time your company should be a better ______, not something new no one has heard of and therefore don't want.
me: "and can I refer to your company as a marketing firm?"
them: "absolutely NOT. we are a GLOBAL, DIGITAL-FIRST, AWE-INSPIRING, WORLD CHANGING, ENVY-INDUCING, FULL-STACK, GROWTH HACKING COOPERATIVE HUB OF CREATIVE EXPLOSION"
