New Leicester slogan is just asking for it | Adweek New Leicester slogan is just asking for it | Adweek
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New Leicester slogan is just asking for it

Leicesterlogo_1I’m a big enough fan of Leicester City F.C. in England that I have an official jersey, which ran me somewhere around £60, and that was back in 1996 or so. The team has fallen on hard times in recent years, though, falling out of the Premiership (the top tier of English soccer) and now languishing toward the bottom of the next league down. The last thing they need is a patronizing new slogan. But that’s what they’ve got. The line, “We’re in it together,” commits the cardinal sin of seeming to admit that there’s a problem—something opposing fans will no doubt remind them of, in song, whenever Leicester gives up a goal. “I think if we were to pass around a super-sized gorgonzola, edam, brie, cheddar and stilton selection, it wouldn’t be as cheesy as a ‘We’re in it together’ slogan,” says one Leicester fan. English soccer fans are creative enough with their verse—they don’t need extra help like this.

—Posted by Tim Nudd

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