Three brands (Fandango, Nutri-Grain & Taco Bell) use ‘Good To Go’ in their advertising tag line. Why? Davoid Nottoli has some interesting thoughts on the why some brands just seem to be the same:
“I suspect what’s going on here is The Tyranny of Consumer Insights. That is, a one-dimensional approach to creating communications based solely on an “insight” gleaned exclusively from consumer research reports… All advertisers have instant access to and are acting on the same information.”
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I’m not so sure it’s the fault of research. It sounds to me like a case of either insight cliche or creative cliche. Surely the english language is rich enough to articulate ‘perfect for eating on the move’ in at least more than one other way. It’s just that we’ve all heard ‘good to go’ in marketing before, so it becomes easier to use again and again and again.
August 16th, 2006 at 1:16 pm