I won’t publicly name the brand.
But I will share the story of what happens when your marketing thinking is lazy.
You get a slogan like this:
‘More Than Butter’
WTF? That’s what potential clients think. If they even pay attention. I see the more than slogan used all the time. It’s lazy and meaningless.
If you are going to be more than something then you need a great reason why you are.
But even then, I would avoid it. Find a better approach.
In this case one approach could be to position butter as the only spread to use on your bread/toast/whatever.
Something like ‘Only Butter Will Do’ is an idea worth exploring.
Don’t settle for lazy marketing thinking. Remember you are trying to stand out in a highly distracted world. You need a strong idea that people can immediately grasp and see the truth in it.