There are times I really hate advertising. I happen to really like Kwik Trip stores, but this ad is exactly why I get so frustrated with my line of work — it seems we are willing to stretch the truth until it breaks. This “Lowest Legal Price” is a small transgression, but it is eroding the industry.
Is there really a “legal price” to sell beer? I had a free beer sample at a grocery store. Maybe I broke the law, or the manager of the store broke the law.
According to a study titled “Americans Are Fed Up With Bad Ads,” nearly 90% of American adults 18 and older are making tangible efforts to limit the irrelevant ads they are willing to see before “they ignore a company completely.” This latest data is not a vote of confidence for ad performance.
There are so many phrases that are truly meaningless that control the marketing of products and services. These phrases are killing credibility:
- Made with 100% pure _____
- Risk free
- 75% off
- Scientifically formulated
- When they are gone, they’re gone
So let’s all endeavor to be more honest in our advertising and pledge to run truthful copy in our marketing. It’s the legal thing to do.