Eco movement a hit with marketers, comedians alike

Written by: Rebecca Milner on May 17, 2008 at 11:37 pm | In LIFESTYLE / FASHION, MARKETING IDEAS |

The latest product to employ the “My —“ prefix (think “my chopsticks” and “my mug”) is the “my soy sauce set” from the Okayama-based Katumaru food products company.

This set of five 100ml bottles of individual sized soy sauce portions includes one of each five flavors (traditional, yuzu, rice, “purple,” and wine) and sells for ¥1,050. Though we’re not sure if this is specifically part of the “my hashi” eco movement or targeting gourmands who prefer high-end flavored soy sauces to the typical plastic-bottled stuff that comes with take away food.

With “My” showing up on everything these days, the so-named eco movement seems to be going the way of the politically correct movement in 1990s America. Unfortunately, because “my chopsticks” was a pretty good idea.

Like the then politically correct suffix “challenged,” which was added to all sorts of invented shortcomings by American comedians (think “vertically challenged” for short people) “my” has been showing up in a number of gags recently. For example someone who sings off-key at karaoke can be said to be using “my melody.”

Can the eco-boom withstand the comic hit?
Note: We are not even mentioning the solar panel bra.

Tags: Comedy, ecology, food
Category: LIFESTYLE / FASHION, MARKETING IDEAS
Other categories: DIGITAL LIFE, PRODUCT INNOVATIONS