The Approval of Italian Grandmothers, Part 2

...Humour and Brand Purpose

Here’s a dilemma for you:

You run a business selling pasta.

An ad agency comes along to you with two taglines for your brand:

Live life generously.

And:

Grudgingly approved by Italian grandmothers.

Which one do you choose? The high, moral stance of the former, or the more easy-going humour of the latter?

All this matters because the tagline can become, i…