Diary: The fruit formerly known as prunes

And now, the latest PRspeak revision from the Ministry of Truth - oops, make that the US Food and Drug Administration.

And now, the latest PRspeak revision from the Ministry of Truth - oops, make that the US Food and Drug Administration.

And now, the latest PRspeak revision from the Ministry of Truth -

oops, make that the US Food and Drug Administration.



At the behest of the California Prune Board, the FDA has agreed to let

marketers use the term ’dried plums’ to identify the fruits formerly

known as prunes. Negotiating the new moniker with Big Brother took more

than a year, and the board ultimately turned to senators Barbara Boxer

and Dianne Feinstein for help.



’Women in our target audience respond more favorably to the name ’dried

plums,’’ explains executive director Richard Peterson, hoping a hip new

image will persuade baby boomers to try their parents’ natural laxative

of choice.



Ketchum, the board’s long-time agency of record, plans a vast consumer

education campaign aimed at convincing we proles that dried plums are

moist and nutritious as well as doubleplusgood preventers of cancer and

heart disease.



’We’re talking about all kinds of good things that can happen once we

can sell this product as dried plums,’ Boxer says.



As you might imagine, the press ran with the story like ... well, you

know.



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