Here's what I see on the back of my Quaker Oats Instant Oatmeal box (by the way guys, love the new hand punch-back pull-out "handy pantry pack" back-panel opening!):
For over 130 years, Quaker has unlocked the power of oats to help people get the perfect start to each day.
Folks, that's perfectly good ad copy. There's nothing wrong with that ad copy. Until you see this -
For over 130 years, Quaker has unlocked the proper secret of ultimate oat goodness to unleash the power of oats on YOUR breakfast.
See? See? Now that ad copy is punchy. Oh, the other one was fine, but where's the punch? It ho hums along 'til it suddenly hits that "perfect day" and you're like, "Oh god damn it, that's a bit much, Quaker. PERFECT DAY? Nobody ever has or has had a perfect day. And if you think a bowl of hot wet oats is what will do that trick, you need to get that hat examined! Maybe it's too tight. Giving you the shakes."
Wait actually it says "perfect start" not perfect day, but I'm right there with you on that one. I thought the same thing. So this new version of theirs with "perfect start" instead of "perfect day," it's just - well, it's less of hysterically-overreaching hyperbole, but if anything, it becomes too timid.
Mine on the other hand. Check that out. Now at first you might say, proper's kind of an odd word, coming there. Wrong. Because Quaker is one proper company, and getting that out of the way up front sets the tone, and keeps the whole thing "on-message," brand-wise. If you're going to write ad copy, you better learn that lesson. And then the rest of it just brings the message home - like a freight train.
Quaker does not endorse or pay for this post. Nor should they! I provide this as a free service to the public - and you just keep making that oatmeal, boys.