Will You Look To Pork For Inspiration?

The National Pork Board has decided to drop its longtime campaign around “The Other White Meat” for a new positioning: Pork: Be Inspired.
Now, I’m often the first one in the room to suggest that a client or brand I’m working on take a more elevated position or try to make itself feel bigger than it is. But this seems oddly jarring. And it’s a much different position than “The Other White Meat,” which I’ve long thought was really effective in the era of more chicken. Perhaps I’m not quite the foodie they’re trying to target here, although I do love me some bacon.
What do you think? Is this the kind of positioning that will get consumers looking at pork in a different way? Is “inspiration” the right approach for a brand like this, or any brand for that matter?

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. Actually, the pork logo is not really new (maybe a modification), so perhaps Viagra took inspiration from the NPB. There’s a joke involving porking here.