Don’t use the brand’s name in vain

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Passionate brand loyalists condemn popular child curse words

By Elliot Chan, Opinions Editor
Formerly published in The Other Press. January 6, 2016

Cheez Whiz, the delightful brand of cheese spread, is getting a lot of press recently as a group of brand loyalists have gathered together—from coast to coast like butter toast—to rise against the blasphemous use of the brand’s name.

A survey conducted by the Consumer Packaging Press found that the most common brand name used to cuss is, in fact, Cheez Whiz: 75 per cent of children under the age of 13 had used the name in a way of expressing anger 2 or more times. The second most common is, of course, Fudgee-O, with 40 per cent. In third is Gray Poupon, as in: “Aww! Gray Poupon! We are out of normal mustard!”

Delicatessen and linguistic expert Susan Rumchata said: “It’s not the brands’ fault that they have such hilarious names that blend so well with traditional swear words. The responsibility falls on the parents. They need to understand that at an early age, their children are learning more colourful language—let them—if they need to call out Jesus, let them! It’s more Jesus’ fault than it is the Cheez Whiz people’s.”

It has been well documented that some time ago there lived a guy named Jesus Christ. He was an entrepreneur who made a lot of good bread, wine, and woodwork. But due to his poor business acumen, supply couldn’t meet the demand. Consumers would say, “Jesus Christ!” in vain—a lot of vain—when their orders failed to ship. Not long after the company launched, Jesus Christ Inc. went bankrupt and the founder was crucified.

Cheez Whiz brand loyalists—they call themselves Cheez Wizards—see a clear parallel between what happened to Jesus Christ Inc. and what is happening with Cheez Whiz today.

Cheez Wizards spokesperson and single mother of four Brie Pumpernickel said: “You know what it is? It’s bad PR. You know what kills? It’s not global warming or terrorists or processed-cheese. It’s bad PR. And all that starts with our children. We must teach our children to respect brand names. This will ensure that the brands that serve us continue offering the same high quality products we want. Do we really want to live in a world without Cheez Whiz? I ask myself that every morning after making breakfast for my four Cheez Wizards.”

Safeway jam aisles were literally jammed with Cheez Wizards last Tuesday as a public protest took place. The sole purpose of the rally was to erase the phrase “Cheez Whiz” from the English vernacular as anything other than the name of the product. Anyone of any age that uses the brand’s name in vain will be sentenced to an eternity of dry, whole wheat bread. It’s some kind of hell, for sure.

Rumchata reminds us that there are plenty of lame-ass swear words out there for those moments when you have to curse in front of children: “‘Fiddlesticks’ is always a good one. ‘For Pete’s sake’ is great too. I’ve never encountered a Pete or Peter who was bothered by it. Anything that rhymes with ‘duck’ also works. You know, you stub your toe and you just shout, ‘Duck!’ It’s as satisfying, I’ll tell you that much. People will crouch over though, it’s weird.” She added: “Words are weird.”

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