Let’s say you own a small luggage company.
Sales are slow…you’ve got a crappy website…you can’t seem to get anybody to follow you on Facebook and Twitter. You need a brilliant marketing strategy.
Then it hits you…
“I know what I’ll do!! Everyone thinks gluten-free is a big joke. So I’ll say that our luggage is gluten-free as an April Fool’s joke. My god…I’m brilliant!!! Who cares if it will alienate 7% of my potential market? Aren’t I just the best?”
Actually…no. You’re a total a**wipe.
So SkyRoll is the company and here is what they tweeted yesterday: “@SkyRoll_luggage introduces the first gluten-free luggage to make travel healthier.”
Yeah…I know…totally freaking lame.
Not only did they tweet it, but actually wrote a complete press release around it. Here’s the link.
So Erin Smith, a fellow celiac advocate, called them out on it, saying it hurts the celiac community as it makes it more difficult for us to be taken seriously.
Their response? “How do you not get the joke? You’ve heard of April Fools day, right?”
Forget the fact that they tweeted it on March 31st. Forget the fact that even someone with the best sense of humor would find it just stupid. Forget the fact that they retweeted it again today. And forget the fact that they just added a third-grade level “celiac disclaimer” on their press release apologizing.
The question is…why is this funny?
No really…why is gluten-free luggage funny?
Is it funny in the same way Trader Joe’s says all of their greeting cards are gluten-free?
Is it funny in the same way that a top automobile company has a billboard that says their vehicles are gluten-free?
Please tell me…what am I missing? And don’t say it’s a sense of humor.
It’s April Fools and surprise, surprise…the joke is still on us.
Here’s their Facebook page. They’re fair game.