–Dan Kelly, Attorney

My wife and I recently received a gift of chocolate, called the Marital Bliss Bar, from Bloomsberry & Co.  The packaging is quite humorous:

Bloomsberry’s other chocolates are also in generally humorous packages, with some bordering on edgy, even racy — all can be viewed at its website.

Humor in marketing and product packaging carries some risk, because taste in humor is like taste in most everything else — it will vary from person to person.  For instance, this image of a bull does not make me want to dine at the advertised steakhouse, but I could imagine the pictured billboard being an effective ad for some audiences.  (And while I will concede that my criticism may generate more impressions for the ad, isn’t it a bit ironic that high quality beef comes from steers, not bulls?)

This exercise leads me to conclude that I am likely a member of the former company’s target market, but not the latter’s.  Which one are you in?

  • Tasteful humor.
    Re appropriation of meaning can be an amazing and amusing device. It breaks through the sedentary world we often find ourselves living. Though, it has risks for the brand. Even though some would say “any publicity is good publicity” that really doesn’t apply in a brand strategist’s world, otherwise Enron would be a marvelous place by now. Bad publicity is what it is and does have an impact.
    When going out onto an edge, knowing where it drops off is essential to keep from falling off the cliff of offensive publicity. This, of course, requires you to know the essential meaning and associations behind your brand and the beliefs of your core audiences.
    Find the edge and you can find great rewards. Go beyond and face the impact of gravity.
    Call us if you need us.