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smashing’s obituary

March 15, 2010

ok, you can put the tissues away, we aren’t dead – just working on the closing line — aka, the tagline. (for those of you that don’t see the thread here, you obviously never worked in marketing, we can see threads to everything)

A line that had come up in conversation somehow became our current tagline — it’s fun when it fits.  There is a lot of consumer truth in this statement and it speaks to a need in the category — but still, it feels so flat, blah, not it.  (btw, creatives LOVE when I give this kind of feedback — it is so clear).

Being a product of the JWalter Thompson intern program (the people who invented that emotional need), I can’t help but want something more.  Are we only promising fun?  Can’t a glass of wine do that? or better yet, my blog entries?

Aren’t we really promising everything you can become?  A new you.  A better game.  An awesome physique.  Fame.  Fortune.  A house on the beach…(ok, a little carried away, I do work in marketing after all).

I know some of you think I’m crazy, but why does someone drive a Mercedes instead of Kia?  Why do women pay $200 for a pair of jeans instead of $40 at Kohl’s?

Let me know what you think — do you think “it’s fun when it fits” works or do you like something more like “envision a new you?”  Or provide your own tagline — as you all know, I’m very open to criticism. (just keep those pony tails out of reach)

Smashing© and©, 2010.

3 Comments leave one →
  1. iamamuse permalink
    March 15, 2010 4:56 pm

    Ok, since you are asking about your tag line I’ll give you my two cents worth 😀 When I first saw “Its fun when it fits” I thought that the line was going to be for hard to fit sizes, so if that’s what you’re going for I think it’s great! If not, maybe it should be geared more towards the age of your target market, which is ???

  2. iamamuse permalink
    March 15, 2010 5:01 pm

    Here’s my idea: “Smashing…it’s not ALL about the game!”

  3. tenniswall permalink
    March 15, 2010 6:13 pm

    Love your thoughts!

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