Truth in advertising

I mentioned in my Mother's Day post that we stopped and bought chocolates on our way home from Indianapolis, at a place I had wanted to visit for quite some time.

For approximately ten years we have visited Indianapolis at least once a year, and every time we've driven along I-65, I've noticed the billboards for Donaldson's Chocolates.  Almost every trip I mention to my husband that I would like to stop at Donaldson's, but there's never seemed to be a good time.  Either we were hurrying to get to Indianapolis or we were hurrying to get home.

Finally last Saturday I got my chance.

Donaldson's is just off of I-65, one block west at the Lebanon exit.  The shop looks like a small home that has been re-purposed as a retail store and candy factory.  I really didn't know what to expect, so I was somewhat relieved to see several cars parked in the tiny parking lot in front.  Inside everything was clean, well-light and neatly arranged.  The sales staff was friendly and helpful and the chocolates looked delicious.  We looked around just a bit before we decided to purchase a one pound dark chocolate assortment.

When we arrived at our daughter and son-in-law's apartment in West Lafayette, I opened up the box and offered candy to everyone.  We all agreed it was excellent chocolate.  I encouraged E and N to take out several pieces for themselves and I closed up the box to bring home.

Yesterday as I was helping myself to a piece of candy, I looked at the lid of the box.  The name Donaldson's was printed in large letters across the middle of the lid.  Below that was the phrase "Finer Chocolates."

The English major in me had to smile at the advertising tagline -- Finer Chocolates.  Not "Fine Chocolates" or "Finest Chocolates", but Finer Chocolates.  I have to believe the word choice was intentional.

In my mind, Donaldson's wanted to promote their quality candy in a way that would set it apart from all the other chocolates on the market.  I imagine that they knew their chocolate wasn't just good; it was better than good.  It definitely was fine chocolate, and not any run-of-the-mill fine chocolate either; it was better than all the brands that call themselves fine chocolate.

So here's where I believe truth in advertising came into play.        

While better than fine, Donaldson's, in all honesty, couldn't lay claim to the designation "Finest Chocolates" so they compromised and chose to identify their product as Finer Chocolates.

No doubt the scenario I've imagined isn't even close to reality.  But I like to think that pride in their delicious craftsmanship coupled with honesty and humility led Donaldson's to aim for the higher boundary of the middle ground when they named their chocolates -- not Fine, not Finest, but Finer.