The Sex and Chocolate Slimming Diet

by Joe Gillespie — Aug 1, 2000

In the world of advertising, every product must have an image and certain attributes that set it apart from all others. The image is partly visual and manifests itself in the company logo, corporate colours, typographic ‘house style’. But, it goes deeper than that. The visual imagery is there to project an underlying product (or company) personality, and to complement that image, the product must have a USP - Unique Selling Proposition. If you are not familiar with advertising jargon, you may recognise this better as ‘the company slogan’ - ‘The Real Thing’, ‘The World’s Favorite Airline’, etc.

‘The Sex and Chocolate Slimming Diet’ is one helluva brand name - and proposition. Don’t you just want to rush out and buy it now? ‘Sex and Slimming’ is just about believable, after all, slimming is indisputably aided by physical exertion and the burning of calories.

‘Sex and Chocolate’ go together too - not necessarily at the same time, could get a bit messy - but, whatever turns you on! They are both considered to be ‘naughty, but nice.’ Both involve a degree of guilt, but I suppose it then depends on whose chocolate you are eating!

‘Chocolate and Slimming’. Now, there’s the real paradox. You don’t usually eat chocolate to lose weight, after all, it’s high in fat and more often associated with weight gain. No, ‘Chocolate and Slimming’ is not a credible proposition on its own, but then there is this ‘Sex’ component. Sex has always been used to promote products, either overtly or subtly - it would be very nice to think that it could provide a catalyst, the wonder ingredient, that makes ‘Chocolate and Slimming’ ring true as a concept.

There you have another conflict of ideas. Three things that are undeniably desirable individually, but, as a whole, create a suspicion of ‘too good to be true’.

The point here is that you don’t believe it, but you want to. If you want to believe it badly enough, you eventually convince yourself that you do regardless of the logic.

That’s what creative marketing is all about!

In creating this conflict, the marketeers have introduced a uniquely distinctive and intriguing element to the product’s image. This makes it more memorable and desirable.

If you want to make your Web pages more distinctive, put them on the Sex and Chocolate Slimming Diet. One and one can make three!

The Sex and Chocolate Slimming Diet ...
... from consenting chocolate bars everywhere!

The Sex and Chocolate Slimming Diet
Features red bar100%
Ease of Use yellow bar100%
Value for Money green bar100%
'Must Have' Factor blue bar100%
Manufacturer Various, but Swiss is extra good!
Price Whatever you can afford.
Summary You've never had such a good time slimming!
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