–Dan Kelly, Attorney

Today, another chapter of AlphaWatch.  I saw an arresting display of Miracle Whip dressing at my local grocery store a couple of weeks ago.  Certain members of my household cannot stand the stuff, so we don’t generally buy it, and I had been blissfully unaware of the most recent label:

I will grudgingly grant that the arrangement of the “MW” is clever insofar as it reads the same upside down as right side up, which is handy for a product package that might readily be placed in either orientation.  Even so, my first impression of the design is that it looks like a big squirt of ketchup on a piece of bread.  I’m not sure that this is the most effective way to promote a non-ketchup condiment brand at the point of purchase.

On the other hand, the miraclewhip.com domain name redirects to a YouTube fan site fanning the flames of the debate between those who love Miracle Whip and those who detest it.  That’s one way to turn a negative into a positive.