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100% Pure – not such a brilliant strapline after all!


Adam has thought for many years that the 100% Pure NZ advertising slogan was singularly ill advised conveying as it does a false sense that NZ and all its’ products are pristine, spotless etc. Unfortunately with the best will in the world that is just not possible and we know it.

Now it has really come to bite us, collectively, on the metaphorical national arse with the latest Fonterra contamination scare.

The slogan should be put to rest, the Chinese have pronounced the funeral, now all that remains is to bury the unhappy phrase quietly in the cemetery of no longer appropriate adverts.

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