Monday, March 20, 2006

The Anti-Seed movement

Today I had another "only in France" moment. Grocery shopping, I decided to branch out of my usual fruit preferences and get some grapes. The only seedless ones they had were green (I'm a purple-red grape person) but I weighed flavor vs. convenience and convenience won. As I was unloading my groceries at home, I took a closer look at the clamshell packaging, and more importantly, the brand image. Take a peek for yourself, what do you see?

Ah yes. Hence the "only in France" moment. If you still don't get it, let's compare it to some typical American fruit packaging:

Basic and clearly labeled, with a sun as a nice touch:
More creative, in which the product is itself a part of the brand image/logo (the tomatoes appear to be singing/dancing in a chorus line, probably a happy, friendly bunch):

And let's go back to the French label...a disgruntled owl & lion PROTESTING in the streets against seeds. Right. The details in the posters are key: the written one is lyrical "PAS DE PEPINS DANS NOS RAISINS" (No seeds in our grapes!), and the owl is holding a poster which depicts a seed with a big red X over it. Classic. Now I'm sure that there are many examples of brands which play up images of a typical American (think old school Wheaties boxes). But HELLO here the two characters (Rik & Rok - the generic Auchan brand geared towards kids) are PROTESTERS demonstrating against SEEDS in grapes! Is this not even funnier in light of recent circumstances?! I know I've brought other products in the Rik & Rok line, and I don't remember them protesting as part of the packaging (admittedly, it was candy or generic haribos...Yes to sugar, no to Sweet n' lo, perhaps?). I guess someone in the Auchan product development section has an anti-seed agenda on the table.

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4 comments:

buzzgirl said...

That is hilarious! I don't think I would have even picked up on that if you hadn't mentioned it, but now I can't stop laughing!

Nathalie said...

Oh wow... I can't stop cracking up. I e-mailed this to my friends, and copied it into my blog, if you don't mind. ;D

Etienne said...

Glad y'all saw the humor in it...I will definitely be on the lookout for more protester imagery the next time I'm at Auchan!

Natalie said...

hi. i dont know you but as im bored and reading other peoples blogs i cant help but notice how perfect your posting is for whats going on in france at the moment. hello, can we say students protesting all over the entire country? these grapes are representative of all that is france. :)