Bad Ad: Aurthurian blunders and dysfunctional discounts

The once and future king (and now gluten free). Publix presents: King Aurthur.

The once and future king (and now gluten free). Publix presents: King Aurthur.


Here’s a coupon gone bad. As converged communicators who have studied advertising (that’s ADV2000) or marketing (MAR3023) know, sales promotions like coupons can be effective ways for retailers to attract customers. A tip, though: Make sure to spell the name of the product correctly. This time, Florida-based grocery store Publix didn’t spell-check its holiday-themed coupon special, and the result was a close relative of the dreaded Bad Ad.

Take a look. According to this coupon, customers can save one buck, or 100 cents, on some “King Aurthur” gluten-free flour and baking mix. As those acquainted with the British legend know well, though, King Arthur isn’t really spelled that way. Oops. Uncounted thousands of these coupons were posted in Publix stores or distributed by mail for customers to read at home on their own round tables. Looks like this retailer could have used a copy editor to play the role of a knight in shining armor.

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