Slogan Sandwich: Messages Have Layers

 Yesterday, as I drove past a deli in my neighborhood, I saw a banner advertising a brand of lunchmeat.

The sign read: “Take Back Lunch” with the company logo below.

Maybe my mind is wired differently than most, but I immediately thought that if you have to “take back” your lunch, then you must’ve lost your lunch for some reason.


Associating “losing your lunch” with a line of deli meats may not have been the marketing team’s direct intention. Nonetheless, it follows the train of thought of some consumers.

I’m sure this company wanted to encourage people to pack their lunch, to make time for themselves while enjoying a great sandwich using their meats and cheeses. But so many other slogans could accomplish this goal without a hint of… well, vomiting.

On the bright side, it did get my attention… and it certainly helped tattoo the brand on my brain. It’s probably just not the initial impression they were looking for.

Moral of the story: Don’t be so married to a slogan that you block out other interpretations of your message. Invite opinions, test it out, and be open to the feedback. It helps build a stronger message… and that’s what it’s all about.


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