Among their other virtues, fruits and vegetables are highly photogenic. No surprise, then, that this photo is lovely. But what’s its least lovely element? The plastic bottles of the client’s product, of course. That’s the problem in comparing a mass-market brand to the fruits of nature: Nature will come out on top every time. This picture will certainly prompt you to visit your local fruitstand; it may or may not give you a yen for a bottle of soda. Mirinda fares better in an ad that excludes such natural competition. Instead, it shows bottles of the product strewn beneath a tree (against which a ladder is propped), as if someone has just harvested them. In this fanciful picture, we take the point that Mirinda has a nice orangey flavor, but we aren’t bluntly reminded that it has much less orangey flavor than an orange.
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