19th
Cosmopolitan: The Magazine for Fun, Fearless, Female Food Shoppers
Turns out that magazines haven’t always existed solely for the purpose of selling designer fashions and high-end cosmetics. Just nine years ago, one magazine tried to use its clout to sell dairy products!
Really.
In 1999,Cosmopolitanlaunched a line of low-fat yogurt and cheese in the UK. Why attach the Cosmo name to food?According to a survey, 65 percent of Britons had used edibles in the bedroom. Cosmo is, obviously, associated with sex. Hence the totally logical conclusion that linking food and sex would be the best way to flog a new range of milk-based products.
Perhaps the survey didn’t indicate what kinds of foods the Brits were including in their amorous activities. Forgive my naiveté, but is anyone taking a wedge of cheddar into the bedroom?
Apparently not! Within 18 months, the line was deemed a failure.
Cosmopolitan may no longer be pushing food, but one aspect remains consistent: they were pushing expensive stuff. The yogurts, intended to be “sophisticated and aspirational,” were priced higher than competing brands.
Hat tip to my brilliant sister-in-law for the story. Thanks, Caryn! Photo fromBrandGym on Flickr.
