When slang hurts you

Tillamook cheese is great.  I've enjoyed it since I first discovered it in Seattle and am happy to be able to enjoy it in Colorado.  In a nationwide publicity push, Tillamook is promoting its Loaf Love Tour - they're "bringing tasty cheese to the people!"



Hey, I can hardly complain.  Cheese is good.  Tillamook cheese is good.  I need to eat cheese and other protein to help my fusion to take.  But "Loaf Love"?  "Loaf Photos"?  "Who's sharing the most Loaf Love?"

When you're preparing an ad campaign, it can never hurt to run the terms you're considering through Urbandictionary.com.  And then ask a teenager, or 20-something guy a question like "What comes to mind when you hear the word 'loaf'?"  Because if that unfortunate alternate definition came to the mind of this 40-something, I promise you there's a good percentage of the public that's thinking the same thing.  So, ick.

Or it's just me and the drugs.  You be the judge.

A happy and healthy 5771 to those counting that way; me, I am hopeful that the new year brings continued improvement to my back, which should lead to more time upright and blogging!

 

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  • 9/24/2010 3:36 PM Tara wrote:
    Hello! I work for Tillamook Cheese and I came across your blog in my Google alerts. Just to give you a little background, the “Loaf Love Tour" is an homage to Tillamook’s iconic “Baby Loaf” (or 2lb block of cheese). While we realize that the word has taken on some negative meanings over time, we use it in its traditional sense – a shaped or molded mass of food (like bread, but we apply it to cheese). We think of food when we hear “loaf,” but we know that there are others out there who don’t Anyway, just thought I’d give you a bit of history on our use of the word “loaf.” Thanks for blogging about the Loaf Love Tour... I hope the name doesn't affect your opinions about our cheese!

    Thanks,

    Tara of the Tillamook Team
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  • 9/24/2010 4:15 PM Jessica Stone Levy wrote:
    Hi Tara - Glad you found the post and thanks for your explanation.  There's no doubt that I think of a loaf of bread first when I hear the word "loaf" - and all I'm saying is that it's often worth considering all possible meanings a term may convey before proceeding with a trademark or ad campaign and weighing the pros and cons.  I never like to see a client become the butt of jokes (as it were) as the result of adopting a name with an alternate meaning.  For example, I recently passed a neighborhood restaurant called "City Burrito,"  which I think is a terrible name because the derogatory version is right there for the uttering!

    Nonetheless, as I said in my post, I still love the cheese, so if the campaign is working, all's good!

    Jessica

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