You may

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Hamburg tram as an advertising medium for you may in the 1970s

You may be is a brand of Upfield Holdings , which emerged from the Dutch-British Unilever group. Low-calorie and often low-fat or low-sugar foods have been marketed under the brand name in German-speaking countries since 1973.

history

From 1973, reduced-fat margarine was initially offered under the name Du mayst , from 1975 also cheese, 1976 jam with less sugar and later and until today numerous other products. In 2020, around 80 products from seven categories will be on offer. This also includes sausages, salads and ready-made meals. Unilever has the brand's products manufactured by licensees such as Bell Germany, Wingert Foods and Popp Feinkost.

Since its introduction, the brand has primarily aimed at younger women who want to keep or get a slim figure.

One of the brand's advertising slogans has been “I want to stay the way I am” for decades. In the 1980s and 1990s, various commercials were sung with the sung statement "I want to stay the way I am, you can, want to stay the way I am, you are allowed" to the melody of the Italo dance hit Dolce Vita by Ryan Paris omnipresent on television and radio.

In the 2000s, a new marketing strategy was pursued with the slogan “Who is actually Paul?” Which was intended to suggest a departure from male expectations of women. Since 2009 the products have had a new design dominated by a five-leaf clover. Since 2012, the brand has been spreading the message under the slogan “Diet without me” that you-may-products should be distinguished from the concept of diet , which is often associated with hunger, stress and compulsion , and instead stand for an enjoyable, balanced diet.

Controversy

In 2012, the district court of Hamburg prohibited the broadcasting of a you-may-advertise on the grounds that the advertisement was misleading. The judges upheld a lawsuit by the Federal Association of Consumer Organizations and stated in their judgment that the advertising suggests that you can eat as much of "You may" products as you want without putting on weight. In fact, many low-calorie foods contain such a high energy density that "carefree" enjoyment without weight gain is not possible.

Also in 2012 Unilever had to withdraw its new you-may-ad slogan "fuck the diet". In addition to the sometimes enthusiastic reactions, the group received harsh criticism from the population and institutions. The Society for German Language described the slogan as "gross insolence that is being let loose on the language community". The company reacted and replaced the slogan with the new motto “Diet without me”.

Web links

Individual evidence

  1. Misleading commercial for "You may" products | VZBV. Accessed July 31, 2020 .
  2. "You may" is embarrassed with fuck advertising. Accessed July 31, 2020 .
  3. "F ... the diet": You may change the campaign claim. Accessed July 31, 2020 .