German 'Super Size Me' Promo Riles Advocacy Group

The German division of sandwich chain Subway has drawn the ire of U.S. based advocacy groups for using POP marketing materials that refer to Americans as "obese," according to Money Online.

As you can see from the image, the tray liners show a cartoonishly obese Statue of Liberty, and the headline above it reads "Why are the Americans so Fat?"

This has riled the Center for Individual Freedom , a D.C. based organization, who alleges that:

...the ad promoting the movie contains a German word "amis" that is a derogatory term for Americans. "It is appalling that Subway, a U.S. company, would attack Americans and the Statue of Liberty, our most recognizable symbol of freedom, in a time of war just to gain market share," the Center's executive director, Jeffrey Mazzella, said in a statement.

A spokesperson for the Subway-Germany denied the allegations -- in a nutshell, they believe that it's blown out of proportion.

My guess? Given the stereotypical perception of Americans as burger-chomping, white-socks-to-the-knees-wearing, NASCAR-worshipping warmongers, these marketing efforts were most likely intentional and probably effective from a regional marketing standpoint. This could come back to bite Subway in the U.S., much like the Heinz vs. 'W' Ketchup scenario. If this scenario were to play out, Subway's efforts will look about as prescient as Jaguar's participation in the marketing of 'Catwoman.'

Group calls Subway ad 'unpatriotic' - Jul. 30, 2004