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Wednesday, July 11, 2007

Killer Jos. Louis Campaign

In my Winning Results book (two years ago, at least) I offhandedly mentioned the idea of rubbing peanut butter on your bald head as a way to draw attention to yourself in the increasingly crowded "I'm crazy about peanut butter" vertical.

But the bar today is much, much higher. Rubbing food on your bald head will not win you any type of award.

Jos. Louis (one of the Vachon cakes) is something you know well if you're from certain parts of Canada. For many of us it has that retro Pulp Fiction feel... when I was eight years old I might have played a game of hockey in the league I belonged to on CFB Ottawa (no I was not an army brat, my friend was), and then, bypassing the pickled eggs at the snack counter just their for show or for old men to have with beer, I'd help myself to a tasty Jos. Louis (although I've always preferred the Half Moon/Lune, chocolate flavor).

This entry into the Jos. Louis ("do something with this food other than rub it on your head") is a hoot. (Kind of a meta thing with creatives sitting around trying to come up with the best idea.)

Honorable mention to Jack Gatineau for resisting the temptation to rub Jos. Louis on his bald head.

From all this I learned that my French isn't nearly as bad as I thought, and that I prefer the more formal word "rondelle" as used by classy hockey announcers, as opposed to the franglais word "puck de hockey".

No word on any sister contest involving pickled eggs.

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