A couple of days ago, I got the following fast-casual promotional flyer in the mail:
One thing that I immediately noted (and commented on) was their copy: a bold call. (For a bold burrito?) By way of example, at Panic we try to generally err on the side of marketing caution — the world is full of many viewpoints, and we don't want to alienate — but even so, we once got an e-mail from a customer upset at our web-use of the term "kick-ass". Noted.
Today we headed to Baja Fresh to try out this magic new Diablorito. When we got there, though, the marketing had changed just ever-so-slightly...
Fantastic! "Uhh some stuff and also some things and don't worry about it also.. A LOT!"
The menu board featured an even more elaborate correction: an entire adhesive panel to replace the previous text.
I'm a long-standing fan of sticker-fixes. Why pay to print an entirely new, corrected piece, when you can roll out old-school instantly hot-swappable physical bug fixes to every client using your distributed workforce? If I see a sticker-fix on packaging I will always, always peel it back to see what it was in the first place — it's usually insightful to see what gets changed and why. My previous favorite was a gaming peripheral that secretly revealed an entire back-of-a-box filled with 100% hilarious bad-English, but I think I have a new winner here...
El Diablo indeed!
Talking Point: do you think it would have remained unchanged/uncomplained if they had used "helluva" instead?