RitsBits

If I didn't write it that way, their lawyers would get me. Might, anyway.

I read an interesting article at the Reveries site, here, about the culture of the Ritz cracker, and attempts to make the Ritz cracker be more linked to the idea of fun. Which reminds me of, I think it was, Milky Way bars, which for a while (possibly still) were sold in 'fun size' bars. Nothing about 'just small enough to cause you to get cavities without actually tasting them as they go down'. Guess thats hard to put into a slogan. Though perhaps Euro, the ad group that's pitching the new approach, might be up to it -- they flat-out say that what they want to do is position the cracker as one that exists in a magical world, not one thats merely anchored in some sort of functional benefit.

I never signed onto the 'Everything's Better When It Sits on a Ritz' advertising campaign, but I do like them. Usually, I like them plain, sometimes with sprayed cheese, or with jam. Um, strawberry jam! And, like the post office, which doesn't care if you buy ten thousand stamps and squirrel them away in folders (all the revenue, none of the effort), I'd imagine that Euro wouldn't care if people ate more Ritz sitting in a greasy spoon diner or while admiring the view from the Top of the Mark. The goal's quantity consumption. I'm sure that there truly are people who see more deeply into the Ritz than that, but I would bet for most people, its just a cracker -- better than generic, tasty with toppings. But its not going to bring you eternal life, make your family love you more, improve the environment. And its certainly not a piece of magical enterprise. Its just a cracker.

Nothing wrong with that, is there?