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'American Copywriter' Talks Shit About 'Long Intestinal Transit Times'

activia.jpg

In one of the most hilarious American Copywriter podcasts yet, Tug and John discuss the latest ad campaign from Dannon which promotes their Activia yogurt with Bifidas Regularis, a bonified "nonsense word that's been trademarked" as Tug and John have categorized ridiculous, marketer-created terms like this one. Activia is a yogurt that helps women poop better. Yes, and Dannon actually trademarked the term Bifidas Regularis as if to make some kind of inside joke. I mean they might as well just have said "Dannon, the yogurt that helps women shit better." And the ads, oh the ads, Tug and John rip them with as much fervor as anyone would one of those goofy drug ads that ty to make a medical condition into some kind of normal lifestyle. You have to listen to this podcast. Especially to hear them try to understand what it must have been like to be the copywriter on this project.

Written by Steve Hall    Comments (2)     File: Brands, Campaigns, Podcast     Mar-27-06  

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Comments

Uh, "bonified?" How about "bona fide?"

Posted by: Gail [TypeKey Profile Page] on March 27, 2006 10:02 PM

It seems that they have several registered "words".

In the UK, the same ingredient is called
Bifidus Digestivum.

Complete rubbish

Posted by: Richie on March 28, 2006 10:15 AM

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