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
Comments
hi :)
1- i'm in germany
2- i'm livin next to one of the 100subways in germany
so the thing is subway isn't really big in germany. just in teh bigger cities a few but its not really kickin at all. a big thing in germany are small "kebab" shops.(almost all run by turkish immigrants) there is no franchise or such a thing used by them. just small independents. their business volume tops even mcDonalds in germany. but back to subway/supersize.
i've seen no ad, no spot no in store promotion realy nothing related to the supersize me stuff. the thing is just to promote their "healthy" image. ah americans. well, actual we loved them. but we hate your president. i've talked to so many people, and everyone is convinced that bush is evil himself. so we are convinced that he paied the guys for the 9/11 stuff and invaded the peaceful republic of iraq just for oil and so on. the worst thing is, that there is no other opinion expressed in germany. left , right, high educated, blue-collars. everyone. we got no rush limbaugh, just noone expressing other perspective on the scene. sad thing.
kerry is messias himself. vote for kerry and we love all americans again :) hehe
back to subway. nice promotion. just a snapshot to react on supersize and get some press exposure.
always the same game. if something or someone is going big, just get either in the lee of it or express opposite opinion. like michael willson with michael moore ( www.michaelmoorehatesamerica.com )
thats it :)
pjh