Monday, October 27, 2008

Lazy BOGO Advertising

I'm not sure what's funnier to me, the ad copy or the disclaimer itself from today's Gap email, and posted on their home page.

Pants: Buy One, Get One 50% Off.

One "pants"? You mean one "pair", right? Or is it one pant at full price, and the other at half off? So one full-priced leg and one half-priced leg? That would be silly. Do I pay extra for the crotch? What about the number of pockets? That little coin pocket inside a front pocket isn't extra, is it?

Even the concept, in these "trying economic times", that they're really only offering a 25% discount on my total purchase is annoying. We're a little tired of math these days, especially when it comes to money.

Maybe they felt keeping the font at 72 points was smarter than keeping the word "pair" in the "Buy one Pair, Get one pair 50% Off" copy. I beg to differ.

But the disclaimer: "DOES NOT APPLY TO JEANS" is what made me laugh the hardest today. It's the Gap! You sell jeans. Even their founder, Don Fisher, is quoted with this simple phrase under About Gap Inc. on their web site:

"I created Gap with a simple idea: to make it easier to find a pair of jeans. We remain committed to that basic principle." -- Don Fisher, Gap Inc. Founder and Chairman Emeritus

I question your commitment today, Don. I really do.

'Tis a short blog today. T'ain't no more to read.

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