Normally at AdFibs.com we only review television or radio advertisements and we do not generally consider product packaging as ‘advertising’. But when we saw this French’s Mustard bottle it made us realize that in-store product packaging can not only be considered a form of advertising, it can be a very effective form of advertising! Unfortunately, since there is very little oversight of in-store product packaging and labeling other than nutritional information, manufacturers have more freedom to be deceptive in what they put on labels and how they present it than in traditional television or print ads.
The “40% More!” label:
On this French’s Mustard bottle, the largest print/font on the entire bottle screams “40% more”. This is displayed at the top of the bottle, and is surely going to catch a consumer’s eye while walking down the mustard isle. After moving closer, or maybe only after we pick up the bottle do we see in much smaller print “..than our 14oz“. Instead of giving us 40% more for free or maybe 40% more than the competition, all we are getting is 40% more than one of French’s smaller mustard bottles!
This label seems to do it’s job. It grabs the eye of the consumer but by the time the consumer realizes that the “40% more” claim is virtually meaningless, it’s too late. The person already has already zeroed in on the bottle or has it in their hands. If the consumer even notices or sees the “than our 14oz”, they have probably already subconsciously decided to purchase it or simply throw it in their shopping basket.
The people we asked all agreed that this type of product labeling is every deceptive.