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Oct 21 2013

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Marketing Genius

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Have you ever heard of Reily Foods Company?

Neither had I, which is surprising, since they’ve been around since 1902.  They must have hired a new guy in marketing.  This guy’s good.

Now, I’m a self-aware man.  I know when I’m being played.  I’m not usually swayed by popular opinion (just look at how I dress).  In fact, I’m a registered Independent.  I vote on both sides of the aisle.  I’m not going to go so far as to say I got played today, but I was definitely nudged into making a decision I otherwise wouldn’t have.

Here’s the setup:  I’ve decided to drop a few pounds.  I have a line in the sand, weight-wise, and I crossed it ten pounds ago.  I re-joined the gym today and am officially “back in the game.”  Fast forward to this afternoon.  I’m in the grocery story, picking up some boneless, skinless, chicken breasts, along with a basket full of vegetables when the mood strikes me to get a little sauce to sautee my chicken in.  Seems simple enough.  Remember, I’m not so foolish as to NOT REALIZE that you can ruin the healthfulness of a good salad by drowning it in ranch dressing.  This being realized, I’m selective.  There are shelves full of little colorful bottles.

Marinade.

Marinade.

Marinade.

Grilling sauce (getting closer).

Finally, I settle on a chipotle-flavored grilling sauce that looks like it’d be excellent to dash onto some chopped chicken for dinner.  I actually have this stuff in hand, and am turning to place it in my cart when I notice this:

tiger sauce

Tiger Sauce!

Now remember, I know a little bit about psychology.  You can’t be a waiter in Portland and Bar Harbor for 6 years or so and not learn a thing or two about human nature.  I am usually impervious to this kind of subtly in advertising.

That being said, there were a number of things that drew me into this purchase:

  • It’s the original
  • Tigers are cool
  • It’s got a picture of a tiger on the label
  • The label actually says “try me” (and it’s trademarked)
  • It’s under $3
  • It’s only 10 calories per serving

It wasn’t until I got home that I realized that there’s no tiger listed in the ingredients.  It’s not even recommended for use when eating tiger. Further investigation reveals that it contains FISH.  What, I ask you, is on the label that would imply a fish component?

I did a little digging on Reily Foods.  They’re not located in Southeast Asia, or even China Town in NY.  They’re from Louisiana.

Normally, I’d feel lied to, but instead I’m giving mad props to the marketing guy from Reily.  Tiger Sauce is a sweet and spicy sauce made of fish, and this guy snuck it onto the shelf beside the marinades and grilling sauces.  And I bought it.

Well played, sir.  Well played.

Having partaken of the aforementioned sauce, I can tell you that it’s actually pretty amazing.  I put it in a place of honor next to the spoon rest and bamboo spoons and stuff beside my stove.  I’m looking forward to trying it on eggs.

 

About the author

BigCalfGuy

BigCalfGuy

I am a 38 year old, married, father of three amazing children; one of whom has autism. I fancy myself as more Atticus Finch than Holden Caulfield. Dynamite with a laser beam.

Permanent link to this article: http://www.bigcalfguy.com/marketing-genius/

1 comment

  1. Christie

    Sweetie, I used tiger sauce for years! Thanks for the re-introduction, just put on my list

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