Benny’s Vleesservice in Nijmegen has won the Worst Slogan Election of 2021. The company was awarded with ‘My balls weigh 130 grams’, more than 23 percent chose this slogan.
Owner Benny van Es often gets comments about the text on the back of his company bus. “Hey, you with your balls” or “do you really have such big balls?”, and people waving. “You experience very nice reactions,” he says in the NOS Radio 1 News. The slogan was devised by him himself and started a bit less scurrilous. “I actually wanted to put on the back: ‘My meatballs weigh 130 grams’.”
According to the creator of the election Christine Liebrecht, the bawdy makes it a catchy sentence. The lecturer in communication and information sciences at Tilburg University says that slogans with a double meaning are more likely to win the election. Especially if there is a sexual touch to it.
The nomination came as a surprise to Van Es. He was called last Tuesday by Liebrecht with the announcement. “And that’s how the ball started rolling,” he says.
Breastfeeding at home
Cafeteria Borst came in second in the election with ‘Breastfeeding at home’. Closely followed by ‘I AM lelo’ from the municipality of Almelo. A total of ten slogans were nominated, including ‘Enjoy German delicacies’ from beer brand Warsteiner and ‘You maki miso happy’ from Happy Sushi. About 4000 votes have been cast.
Liebrecht finds it striking that good slogans are often voted for in the election for the worst. “I thought the Almelo one was very artificial, that would indeed be a really bad one.” But she can laugh at many slogans that are nominated. Last year, ‘Get your pussy cut before she starts rocking’ won animal rights organization Gaia the election.
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