Remember when it was a big marketing idea when (I think it was Snapple) changed the “expires by” date to the “enjoy by” date! Just a small change of perspective.

Shake Well and Buy Often Today, I read on my Silk soy milk container: “SHAKE WELL & BUY OFTEN.”

I don’t at all get upset by over-the-top, in-your-face advertising, like the cute phrase “BUY OFTEN.” It actually makes me smile.

But what does bother me is when you’re not expecting to be sold to, and it’s a roundabout sale – that makes my stomach churn. Like a person who goes up to you on the street, and you think he or she may need help with directions, so you wait for the directions question, and after, “Hi, how are you?” you might get some bid, like, “I work for the pizza store over there. You should stop by,” and a brochure handed to you. NOT COOL.

“BUY OFTEN” makes me smile.
“How are you doing?” follow by “Have you tried this?” makes me queasy.

Maybe what I should try saying to someone who walks up to me on the street is … “SHAKE WELL” before I walk away.
“Have you tried—-?”
“Thanks, I haven’t. SHAKE WELL!” :)


4 Comments

  1. Posted Friday March 9, 2007 at 4:59 pm | Permalink

    Thanks for sharing! Funny Post! It is a good marketing strategy, creates loyalty between customer and product because it’s a funny detail. Good Work!

  2. Posted Tuesday March 13, 2007 at 12:07 am | Permalink

    Yes, George, I agree, it’s just a fun, fun thing!

  3. rafael
    Posted Thursday January 31, 2008 at 9:02 pm | Permalink

    Following your own preference for “enjoy by” over “expires by,” wouldn’t it be more “positive” to say “Shake well & enjoy often”?

  4. hauser
    Posted Monday March 16, 2009 at 11:46 am | Permalink

    what a trashy catch phrase.
    i noticed on my silk soymilk carton it even says “it’s free of lactose, cholesterol, blah blah, YOU STILL HAVE TO PAY FOR IT THOUGH.”
    come on! some sort of corporate greediness overload!

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