From Mankatt’s Flickr Photostream: a Roche Advertisement from the January 26, 1976 issue of Advertising Age (or maybe it was from Food Product Development Magazine). Either way, it illustrates another reason why an existing package might acquire an added graphic burst.
Roche, with the tagline, “The food improvers,” sought to promote their vitamin additives by suggesting that a product with flagging sales would benefit from a graphic burst with a product claim such as, “Now Fortified with 8 Essential Vitamins.”
I believe that “Groppers” is a fictional product because it seems doubtful that any of Roche’s clients would have wanted to be portrayed as the poster boy for declining sales.
The “how to claim a heath benefit” aspect of this ad also seems pertinent to the recent dialing down of the Smart Choice Program, now under scrutiny from the FDA. (The Smart Choice Program had provided manufacturers with voluntary nutritional guidelines, under which the children’s cereals with the highest sugar content, for example, were somehow able to claim a health benefit.)
(A close up of the Groppers boxes, after the fold...)
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