It’s the ad campaign that had to happen. Sooner or later, someone would step up, and admit what everyone already knew says 5WPR CEO and Founder Ronn Torossian. The young women who populate clothing ads, particularly for undergarments, are pretty enough without Photoshop. That time has come.

It may have been that creepy “make her an alien” video that is floating around the internet, in which a model is transformed into a cartoonish figure in a couple of minutes using editing software. But it may have also been that one ad company had to be the first, and the time has never been more right.

When you see a McDonald’s truck rolling down the road, what do you see on the side? Big Macs and french fries. What is McDonald’s known for? Yep. This is pretty easy arithmetic. When you are successfully branded in any market, there is a temptation to expand and rebrand. Ronn Torossian says if you choose to expand, it is always better to do so without rebranding. Add options, sure. But, unless it’s obsolete, stick with what got you the market share in the first place. Fast food consumers may want the occasional salad, but when it comes to burgers … billions and billions served.

This is similar to the previous point, but it differs in one key area. If you introduce and advertise a new item, there will still be a strong core of your market who WILL NOT DEVIATE. Whether you are selling cars, hairspray or cheeseburgers, your fans want what they love. Consumer PR should never lose sight of promoting and reinforcing habitual buying. Something new is terrific, but people love the classics. And they return to what’s familiar again and again.