Friday, April 15, 2016

Those awful advertising slogans - no 10. Dolmio

Here's a nice example of what happens when the desire of admen to lie create an image for a product runs up against the truth. Dolmio is a range of "Italian" sauces made by food giant Mars. I don't eat them. The adverts have for some time featured puppets speaking comic Italian (putting an "a" on the end of English words) and make great play about the naturalness of the products.  The puppets are seen out in the farm collecting fresh produce and stirring it up.*

Since the jar contains a "careful balance of ripe tomatoes and basil" it is odd that Mars have now issued a serious health warning. Apparently this natural farm-produced sauce has so much added sugar, salt and fat that it is not advisable to eat it more than once a week. Although this story has been covered widely, it has, strangely, not made it to the "What's New" section on Dolmio's own website where instead we are informed that the makers are "passionate about food".

Ah well, there are plenty of foodstuffs that should be eaten in moderation and where the most flavoursome contents are down to things we really need to be careful about. But in this case I can't help but recall the slogan that our trusty peasant puppet mouths while holding up the shiny jar (as shown in the picture above) - "When's-a your Dolmio day?" That's easier-a to answer, Luigi. Not today, not tomorrow, not never. Ciao.

*That is, stirring up the sauce. I'm the one stirring it up in terms of putting the boot in.

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