Little Caesars Crushes Fine Print

August 3, 2016 Ophelie Zalcmanis-Lai

Uh-oh. Better pull out the magnifying glass because you're about to be deceived by fine print, yet again. 

Reading an ad may as well be the same thing as reading a legal contract.

Fine print is bullsh*t. Brands, who are you trying to fool? The logic behind printing an ad that says "Medium Pepperoni Pizza for $5!" and then specifying in teeny-tiny print that customers need to buy at least two pizzas to get that price is weak. 

All it generates is angry customers who get left with a bad taste in their mouth and memories of bad customer service. And everyone knows the unofficial-official declaration that consumers only review when they're angry. 

There are two things brands can do to avoid this mess: 

1. Don't mislead customers. 

2. Make fun of print that does mislead customers. 

This is exactly what Little Caesars did. They are upfront and clear with their messaging (which is awesome because consumers like knowing what they're getting) and are clever about doing it. 

Now pass a slice. 

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