The Miracle Whip New Look Mystery

Maybe you can help me out here. What are the marketing folks at Miracle Whip trying to tell me here?

Are they saying that Miracle Whip has a new look? If so, they are not being honest. I looked in the jar. Miracle Whip looks exactly the same as it always has – like a pale, slightly sickly version of mayonnaise.

Or maybe they are telling me that the label on the jar has a new look. If so, are they also trying to tell me that if I taste the label it will have a Tangy Zip?

Am I wrong? Or is this message on the label idiotic nonsense?

Have they increased their sales by even one jar by saying that the whip and/or the label has a new look?

Am I missing something? Please tell me how someone got paid to write this text for the label, and how come the product manager approved it.

Comments

[Mordechai (Morty) Schiller]

Nick,

I've seen the same kind of notice on jars of Maxwell House Coffee and bottles of Pepsi. (And, if I remember correctly, Coke, too.) The "message" seems to be, as Matthew said: "Hey, we are bored of our old packaging and figured you must be too. So we're trying to see if we can boost sales without making any improvements but just making the package look more cool. In case you're worried, don't be--the coffee (or cola) is the same you know and love. We wouldn't change that.... Not after the New Coke fiasco!"

Morty

[Mathew Patterson]

Perhaps they are more worried about people who think "new look = new taste" and just want the old taste?

That's the only reason I could think of to bother with the copy at all.