Tuesday, April 23, 2013

Why Irony Isn't Good If You're Busken Bakery


This is the advertisement that currently greets customers as they step out of their cars and walk into Busken Bakery's flagship store.  I recently wrote about the popular Cincinnati bakery after its annual pumpkin pie war with the local Big Boy chain earned it national headlines.  I really admire the branding work Busken does and I'm no stranger to this 24 hour location when I get a craving for something sweet.

This advertisement proclaims that its new heart-shaped doughnut, "Ironically, fights love handles. A Lite-Hearted Donut. Only 140 calories. 4 points."  Despite the ad's clever play on staying heart healthy and still enjoying the sweets that we love, it has one major flaw -  it repositions everything else they serve up as being pro-love handle.  So, while it may get a chuckle out of some folks, others may want to get back into their car empty-handed as they have suddenly thought better about the treats their hearts so desire.

Ironic, isn't it?

As always, thanks for reading and sharing.  

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