Sex sells. It’s an all-too-common advertising concept in today’s culture. If it can sell gym memberships and fitness programs, is it too far fetched to think that it could help sell whole grains?
The advertisements alluded to above fail to mention that abs aren’t made solely in the gym, but largely in the kitchen. What we really should be promoting is a healthy diet as the number one way to that “sexy body.” Could something with a little sizzle be the way to reach an untapped consumer market for whole grains?
It’s possible. Later this spring, the Danes are unveiling a new campaign with a risqué twist. Their campaign theme is “Danskerne er ikke fulde nok – af fuldkorn”, which means “the Danes are not drunk enough on whole grain”. In Denmark, the term “fulde” can mean both full of something or drunk on something, which is a bold advertising move. At the same time, it’s bound to be a fun and flirty approach to a somewhat ordinary topic that has the potential to work in their favor.
To read the rest of the story, please go to: Oldways Preservation Trust/Whole Grains Council
