A friend in an unexpected place
AND ANOTHER THING CAMPBELL WEBSTER
The Guardian
Last week, a bag of cookies caught me by surprise. This may seem unusual, especially considering the location was a Charlottetown grocery box store, where the most startling sight might be someone you haven't seen in a while, and you would prefer to keep it that way. Large grocery stores have been planned with the accuracy of a large-scale military invasion: their layout is designed to comfort and entice, lulling you into overconsumption. Shock is not the goal.
Still, not all plans are perfect, proof positive being the huge bags of cookies for sale, under the brand name, 'Bowel Buddy'. As you may have guessed, the Bowel Buddy cookie brand is particularly high in fibre, and therefore promises to keep your bowel moving at a pretty good clip. (An unusual need, it seems, at least taken from my three-month-old son's viewpoint, who needs no such buddy at any time of day or night).
What is startling about the Bowel Buddy is that we usually don't name our foods after their last stop in our bodies; sewage being something that in many ways is the anti-thesis of food. Even more amazing is that somebody had to come up with this name, or perhaps a few people, on salary no less, delivering this brand name to the market. It stimulates the imagination, this stimulating cookie, as to how the cookie company settled on a name which is the marriage of friendship with an excrement organ.
"Marketing! Get in here! We've got a heck of a new cookie! It'll clean you out faster than a truckload of raisin bran. Need a name by Monday!"
And so the naming process may have begun, begging the question: What names finished out of the top spot? Rectal Recess? Anal Allies? Sphincter Sojourn? And did somebody shout, "Eureka!" or "Bingo - Bowel Buddy!" when the winning name for the cleaning cookie was declared?
Health claims for foods is, of course, a heated battlefield, with aisle after aisle of packaged foods screaming their benefits to your longevity, energy levels etc. Accordingly, the pursuit of your dollar can be as much about the name and the claim of the food as it is about the food itself. As a result, truth is constantly endangered with amazing product claims like Campbell's Soup products claiming to have "25 per cent less sodium". This is an accurate statement, except that it is still a very high amount of sodium, and might as well say, "25 per cent less sodium . . . than the Dead Sea."
Government regulatory bodies attempt to assist us by forcing manufacturers to be accurate in their naming strategies, leading to products such as 'grated cheese flavoured product' and 'real juice-flavoured beverage' (i.e. no cheese or juice is involved in either product.) Painfully awkward descriptions such as these no doubt sends cookie companies and other food manufacturers to break the mold, and come up with branding like the Bowel Buddy, which just seems ridiculous, and even likely to repel consumers.
Or will it? I bought two bags.
Campbell Webster is a writer and producer of entertainment events. He can be reached at campbell@campbellwebster.ca
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