However, according to Ceci Snyder, the Pork Board's marketing vice president, people have lost sight of the meaning of the phrase. In two decades, chicken has more than doubled in demand; meanwhile, pork sales have remained flat.
The National Pork Board maintains it won't completely drop "The Other White Meat" as a marketing tool — only that the line will no longer be the focal point of its campaign. "It did its job, for sure, back in 1987. It was phenomenal," Snyder said, but "we really need identity that catches people's attention. Being the (other) white meat is just blending into the background." Instead, the new campaign will focus on protein, and include a website overhaul.
"The Other White Meat" is such an enduring campaign that I think it'll be difficult to forget — and hard to top. What do you think of this risky move?