The Motz of Butz: Konfi tüürer!

After a long, exhausting brainstorming session to find out what the initiators against a uniform VAT on the take-away basis want to convey to me in the one-second period on the poster with this boy eating confectionery slices, I have so far only been able to find one explanation (see headline). Eating a "Konfischnitte" at home should become more expensive if you vote yes. In other words, the "Konfi will become more expensive". Up to this point, I was joking. But now, what kind of lunatic has come up with this advertising idea? I last ate a slice of Konfi 50 years ago. Is there still anything like it today? It's all Kelloggs, Kindermilchschnitte or something like that. Oh yes, this spread tradition still exists with Nutella.

Now seriously: why do I find this campaign worth grumbling about? 1. when it comes to voting on the different VAT rates, voters are already faced with a complicated situation. Eating in a restaurant versus take-away. That's the fact.

But now the opponents are coming and telling me that the food in my fridge is getting more expensive. Together with Peter Lesch, we discussed the complexity and found out what the campaign is actually trying to tell us. I don't think anyone is looking, and no one understands this twisted idea. So we thought that if VAT is reduced, then product prices may not go down. On the contrary: we will pay more for the confectionery slice.

I also realize that it is not easy to solve these complicated issues brilliantly. But this solution won't really change the minds of Yes voters. Incidentally, we should also eat a lot less, otherwise we will become just as horribly fat as the majority of Americans.

2. advertising with children. Even the boy eating the confetti slices will not promote the comprehensibility of this campaign as expected. On the contrary. It will no longer trigger a "yes effect" in modern consumers to the same extent as it did in 1950. A superficial look at the poster, which is what around 90 percent of passers-by do, makes the advertisement look like an ad for children's chocolate, Nutella red or Hero jam. The bottom line: I don't think anyone understands the message. And so the result is: a lot of money for little effect.

(Written on Fridays) The upset of the week was the surprising victory at the Goldbach Media Golf Tournament in the Texas Scramble with Andreas Durisch, Peter Lesch and Rolf Staub.

Theophil Butz, graphic designer, advertising agency owner, inspirer and, for more than three years now, also a mothballs for Werbewoche readers. Please send any relevant information to [email protected].