Description
This vintage sugar ad claims sugar can “help you hold down the size of your swimsuit,” pitching it as an appetite-helper instead of the thing that causes appetite. It’s backwards logic sold with confidence, and somehow it worked at the time.
How This Works:
It’s a masterclass in reframing the villain as the hero.
Instead of fighting the product’s reputation (sugar = indulgence), the ad flips it: “no, no, this helps your diet.” That unexpected angle creates curiosity, and the swimsuit visual ties the message to a desirable outcome.
How You Can Reuse It:
If your product has a “flaw” people already assume, flip it into a benefit with a bold, clean angle.
Don’t hide the objection, drag it out, twist it, and make it work for you.
Surprise sells better than perfection.
