Mighty Red Pen

December 28, 2006

Pimp your line

Filed under: Mad marketing,Overseen — mighty red pen @ 10:17 am

Well-documented that MRP’s eyes sometimes play tricks. The latest naughty one has to do with the Gap’s new shoe stores.


Okay, so if I accept the fact that I can’t find out what a “piperlime” even is (MPR is open to suggestions on that), it’s clever in that it lends itself to all sorts of hyperbolic but metaphorical marketing language, to wit, “hand-picked assortment of the best brands in footwear” and “indulges them with the juiciest tips, trends and treats.”

My problem is with the word piperlime itself. I thought this would go away but every time I look at the logo, I swear I have to look again because it always looks like “pimperline.” Which is sort of like “pimp your line.” Which is, I guess, what they are in fact doing.


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