Flat Earth Chips

I do not like the positioning of this brand. I do not like the slogan used, "when pigs fly". There in nothing unique about this slogan. When I hear this it does not direct my thinking to the product instead, it will only direct my thinking to the metaphor itself and to the idea of impossibilities. When assigned this topic i had no idea what Flat Earth Chips were. After looking at the commercial i remembered the commercial...not the product. I Remembered everything from the music to the woman following the little pink pig but, the product I did not. When and if this brand tries to globalize it will be very difficult. This metaphor has no meaning in other areas of the world. The company will have to find another metaphor to communicate the same idea. After looking at the website the company is already aware of this so why not come up with a slogan that is capable of easy transition. This slogan does not represent the product. Many brands are already promoting health and we are, as consumers, already aware that food can taste good and be good for you at the same time. They should have emphasized the what the product offers that others do not. Like the fact that a bag of of chips can offer a whole serving of veggies of fruits, its not a drink, not a health bar, but a BAG OF CHIPS!
As a college student I am a sucker for anything that makes my life simpler. This brand could have positioned itself as a snack food great for on the go. The fast paced life of a college student almost makes it impossible to eat right. Being away from home, always eating out, always on the go this product is a good source of nutrition.
What I did like about the product positioning was the fact that they emphasized how innovative it was. It is a new concept to have what is considered normally a "junk food" be nutritious. This concept "when pis fly" suggests that the product has turned the impossible into the now possible. Wouldn't a better slogan be..."The pig has flown"? Basing credibility solely on the fact that this product is innovative wont last. Other products will be developed that are bigger and better and considerably more innovative.