Aug 18 in Uncategorized
Written by: Heather Rast
I have to say, this Winn-Dixie (regional grocery chain) tagline printed on a traditional paper sack, surprised the heck out of me.
I snapped this pix from my Motorola Q while on vacation last week in the Florida panhandle (affectionately known as Lower Alabama to us local folk) for the express purpose of initiating a conversation about connecting with your consumers (at the very least, your target audiences) in such a manner that will enable Persuasion, create Emotion, and instill Trust (the three pillars of HFI’s new approach to user experience design is a PET model).
Granted, there’s not a lot of profit in the retail grocery business. It stands to reason that maintaining and growing a strong brand in a very price-driven sector could be challenging. Even the good will stumble. Winn-Dixie is no exception.
But allow me to suggest that this tagline (presumably new; I don’t recognize it and I grew up shopping at a W-D) really doesn’t feel good. It’s not resonating. It’s not inspiring me. It certainly doesn’t reflect upon any aspect of my lifestyle needs. There’s nothing for me to buy into. So what IS it doing?
Well, I think it suggests a baseline of inadequacy. It says to me, Hey, we know we stinkand we’re making some progress (envision shoulder shrug). It says, Hey! We’re working on it! Back off! (no more letters to the president)
A variation on this theme (perhaps more carefully wordsmithed?) could successfully communicate Winn-Dixie as a forward-thinking purveyer. One that keeps their eye on the target (presumably, on enhancing its shoppers lives through the delivery of innovative products that fit their lifestyles) and steadily works to get there. It could even give a nod to recognizing key improvement opportunities (hey, I applaude self deprecation).
What I argue that this tagline DOES NOT say is what one car company claimed – successfully – over a decade ago: We Try Harder. We Try Harder is a refreshingly honest, astutely self-aware tagline that acknowledges a lack of bells/whistles but suggests a dogged determination to making people who utilize their service comfortable. Accomplish their goals. Get where they want to go (no pun intended). Dare I say, admitting imperfection exposes a corporate vulnerability that generally draws acceptance from society.
What does this tagline say to you?
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2 Comments for: Persuade Me
“. . .but not the delivery of the message.”
Interesting. Tell me more. 
Are you suggesting that the essence of the message – Winn Dixie is improving – is there, but rather the specific messaging (copy) is skewed?
Or something else entirely?
It says the creative team could have pushed it a little further to get to a tagline that told the same story, but in a more engaging manner. I think the message is right, but not the delivery of the message.
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