# Blunt Weight Loss Messages ‘Excess Baggage' Ads Encourage Fatties to Live Healthfully By Katie Cordrey | Published 2009-03-22 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/weight-loss-messages-excess-baggage-ads-encourage-fatties-to-make-healthy-f References: [spluch.blogspot](http://spluch.blogspot.com/2007/04/yummy-bags.html) These bags aren't for sale, though I know several people who would love to 'bring home the bacon' with the [bacon briefcase](https://www.trendhunter.com/trends/epure-xs-toast-bag). The designs were used in a series of advertisements for VLCC, India's largest health and beauty brand. The [food bags](https://www.trendhunter.com/trends/trollex) are visual puns on [dropping excess](https://www.trendhunter.com/trends/simply-fresh) “baggage.” **Implications** - Shakespeare once wrote that "brevity is the soul of all wit," and this is a philosophy that definitely can come in handy when you are a company trying to communicate the value of your business in a straight-forward and provocative way. Sometimes consumers need visual bluntness to get why your product or service is essential, and a cleverly straight-forward campaign like this definitely achieves that goal. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 42% | Activity: 53% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Provocative Advertising:** Opportunity for companies to use bold and blunt messaging to capture consumers' attention. - **Visual Puns:** Potential for using clever visual puns in advertising campaigns to effectively convey a message. - **Brevity in Communication:** Trend towards concise and straightforward communication to quickly convey the value of a business. ### Who This Affects Most - **Health and Beauty:** Disruptive innovation opportunity for health and beauty brands to create bold and attention-grabbing marketing campaigns. - **Advertising and Marketing:** Opportunity for companies in the advertising and marketing industry to explore new and creative ways of delivering messages. - **Food Packaging:** Potential for food packaging companies to explore unique and visually impactful designs to capture consumers' attention. ## Related on Trend Hunter - [Absurdly Tiny Culinary Bags](https://www.trendhunter.com/trends/knorrs-mini-bouillon-bag.md) - [No-Nonsense Cereal Campaigns](https://www.trendhunter.com/trends/shreddie-for-anything.md) - [Branded Bread-Inspired Luggage](https://www.trendhunter.com/trends/warburtons-baked-baggage.md) - [Lazy Cereal Campaigns](https://www.trendhunter.com/trends/surreal-cereal.md) - [Cheekily Satirical Sweetener Ads](https://www.trendhunter.com/trends/in-the-raw.md) - [Feel-Good Craving Campaigns](https://www.trendhunter.com/trends/cravings-im-crushin-it.md) - [Redirected Movement Campaigns](https://www.trendhunter.com/trends/15minuteweightloss.md) - [Weight Wellness Campaigns](https://www.trendhunter.com/trends/atkins-way.md) - [Unsightly Oatmeal Campaigns](https://www.trendhunter.com/trends/quaker-deliciously-ugly-campaign.md)