A Rose By Any Other Name- Take 2
Christmas feels like yesterday, yet Easter looms, says Martyn Best. And what makes him think of this? Why, if it isn't next Tuesday's major calendar event.
It is, of course, Pancake Tuesday, or Jif Lemon Day.
Good old Jif - that
curious lemony plastic dispenser which has almost child-like
reverence has made an audacious attempt to adopt, nay hijack, one
of our cherished institutions, and I think we can say it has
succeeded.
Jif Lemon Day is perhaps more
traditionally known as Shrove Tuesday, which of course is derived
from that ole English verb "shrive", referring to our
obtaining absolution by confessing our sins before we begin Lent.
This has translated, I guess, to one final moment of sinning, by
scoffing as many pancakes as possible before we embark on our 40 or
so days of fasting leading to Easter.
My now teenage son Greg delighted
his primary teachers by declaring he was giving up carrots for
Lent; omitting to tell them that he never ate carrots anyway - but
I digress.
In marketing terms, our hats must be doffed
to Jif and its parent Unilever - they have achieved a warm and
affectionate pairing with an institution; they have focused their
efforts in a very clear fashion; and have elevated the recognition
and regard of their brand to virtual iconic status.
So I hope, like me, you'll be
having one last day of indulgence on Tuesday, and on Jif Lemon Day
don't forget your lemons.
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