A Different Way of Saying It: A Communication Lesson from Nutiva

Sometimes all it takes to communicate effectively is to say the same thing everyone else is saying…just differently.

Take Nutiva Coconut Oil for example:

Nutiva Coconut Oil Cholesterol Free

Did you catch their message?

They easily could have said “Cholesterol Free.” But, instead, they said, “100% Less Cholesterol than Butter.”

I am not a math whiz, but 100% less than anything is ZERO.

Cholesterol Free

Zero Cholesterol

No Cholesterol

Any of those would work. But to make their point effectively, they broke the mold. They slapped butter right across the face and stole it’s lunch money. Poor butter.

If you really want to make a point, think of what you want to say…then think of an entirely new way to say it.

(And by the way, coconut oil really is a much better way to cook with oil…and it’s awesome in hot breakfast cereals)

How have you seen this done effectively?

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  • WorkingMom

    You make an interesting point that I’d overlooked. I love Nutiva Coconut oil too! :-)

    • It really is quite delicious and so much lighter than animal fats and even olive oil. I use it in just about everything now.

  • I like their slogan “nourishing people and planet,” too.

    • Yes, I noticed that too. I think Paul Newman products offer a similar message on their products.

  • Love it. I fight from being too cliche all the time in my writing. Twisting what your trying to say by using a word that’s not what is used typically catches the read off guard. That is why Boston Strong stuck. It was different.

    • Good point.

      I also like that it was basically an assault on butter. Bold, brave move.

  • “Nutiva: The NOT Butter.” Like the Un-cola ad a hundred or so years ago.

    Terrific talk by Malcolm Gladwell about the food industry and how one man changed how food people try to make us happier. http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html

    • You just made me think of Fabio…”I can’t believe it’s not butter”

  • I remember when coconut and palm oils were The Enemy. Nutiva has done well in overcoming that stigma. And, did you notice the “t” looks like a cross? Is there a hidden message there too?

    Love your little description about stealing the lunch money! 😎

    A restaurant supply type grocery outlet around here advertises itself as “the non-membership warehouse” as a slap to Costco and its fees. It works for me – I dropped my membership because the thought of paying to shop really got up my nose.

    • That is good marketing!

      Hydrogenized coconut oil (or any oil that is hydrogenized for that matter) is terrible for you. But raw, organic oil is great.

      I also eat a ton of their hemp seeds :)