• Steven Heller

Read Instructions Carefully

Its one thing to have brand extensions. Jack Daniels known for its bourbon now makes whiskey infused caramels. Every business is entitled to a fresh revenue stream. But there are certain brands that should watch out. There’s a fine line between appropriate and absurd. Marlboro, its okay to sell jackets and lighters, but stay away from baby food. Okay that’s silly, right? Yet while I can accept Dannon’s Activa, I still cannot wrap my mouth around a bottle of Dannon water.

Here’s an incongruous brand (or at least brand name confusion: can you see the ‘h’ in Chlorox?) from the 1920s that demanded everyone read the instructions carefully before using:

Print’s February Issue Don’t miss the newest issue of Print, the Sex & Design issue. Take a tasteful look at issues surrounding sex and design. Read Steven Heller’s feature article that explore the relationship between sex and advertising through the years and much more.

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