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
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
’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