Let’s Talk About Marketing Talk

By Anne Field

Snack-food giant Mondelēz International is trying to take a bite out of business jargon. Last September, the company turned the slogan for its Sour Patch Kids candy, “First they’re sour, then they’re sweet,” into a Sour Translator, a digital tool that translates corporate jargon into plain, everyday language and targets gen Zers entering the workplace. Users who visit SourTranslator.com input a message and receive a “sour” translation paired with a “sweet” offer for Sour Patch Kids candy. For instance, “Looking forward to hearing from you,” turns into “Talk to me!” along with an offer for Sour Patch Kids treats redeemable at Albertsons and Safeway stores. The campaign, developed with ad agency VML, underscores the pressing need among brands and marketers in particular to reduce industry and corporate lingo and encourage people to communicate in terms that are easily understood.

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Courtesy of The Association of National Advertisers