Hostess Thinks Size Doesn’t Matter

Yesterday, I talked about Pepperidge Farm’s 100 calorie packs. One of the nice things about the Pepperidge Farm ad was that they didn’t try to hide the fact that the cookies in the pack are tiny. 

Hostess also has a line of 100 calorie packs of muffins and coffee cakes. They’ve created a skillful ad to sell their excellent product (trust me on this, they’re good).

They’ve used a great illustration. They’ve limited their use of copy (although they could have gotten rid of the word real in the headline, since there’s no such thing as fake satisfaction).

The real problem here is that the ad doesn’t pass the authenticity test. It makes the muffins and coffee cakes look much larger than they actually are. The main image makes them look like full-sized muffins. They look almost as large as the cinnamon rolls to the left. But cinnamon rolls are usually about as big as your hand, while Hostess 100 calorie muffins are maybe about the size of a dollar coin.

If someone reads the and and then buys the product, they’re going to be in for a surprise. And not a happy surprise.


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