You are correct. It's a marketing ploy Think in terms of a half-liter cup to replace the 16 oz. or quarter-liter cup to replace the 8 oz. cup. Sub-liter-size cups would give consumers a little bit more. It also would educate consumers of the relationship between liter and sub-liter amounts. Use of oz. containers do not show a relationship to the quart.
That's essentially what 7-UP did to launch the first 2-liter soft drink container. The slogan "A Liter Bit More" was a take-off on "A Little Bit More" for the same price to buyers of 7-UP. It worked and started the movement to metric-size soft-drink containers including metric-size wine containers we have today. 7-UP designed the 2 L container so it cost the company less to package and transport the product. It helped its bottom line. Stan Doore ----- Original Message ----- From: Martin Vlietstra To: U.S. Metric Association Sent: Sunday, January 13, 2008 3:53 AM Subject: [USMA:40032] Re: Finishing metrication in Australia Phil and Stan (on a separate thread) seem to have missed another point. We are dealing with a company that is applying US marketing standards to a country that is not part of the US. In spite of the apparent similarities between the US and Australia (I have not visited either, but I have met a number of people form both), they are separate countries, each with their own laws. ------------------------------------------------------------------------------ From: [EMAIL PROTECTED] [mailto:[EMAIL PROTECTED] On Behalf Of Phil Chernack Sent: 12 January 2008 19:36 To: U.S. Metric Association Subject: [USMA:40030] Re: Finishing metrication in Australia I think we are confusing several issues here. The problem with Subway is not a labeling issue rather a marketing one. It seems that Pat's main point of contention is that after years of Australians getting used to seeing metric measures in common day places, Subway comes in and, through its marketing, is using non-metric units to market its products. A 6 inch or 1 foot sub is just a name, not an actual measure. Perhaps what Subway should do is market a 15 and 30 cm or (as I always referred to them) a half and whole. As for metric labeling and the UPLR in the U.S., once again, I don't think many of those here really understand what the UPLR is. Unlike the FPLA which is federal law, the UPLR is referred to as a "model law" or example of what a state can adopt for its labeling laws. Some states, through statute, automatically adopt the latest version of the UPLR as promulgated by the NCWM. Others adopt it through various administrative or legislative means and yet others create laws based on or use parts of the UPLR. Non-adoption of the UPLR does not necessarily mean metric only labeling is not permitted. Even in states like NY and AL laws that make the metric system legal for use also imply that metric only labeling would stand up in court if challenged. In some cases, if metric only labeling is not specifically prohibited, it is by default, permitted. The key here is finding out in the states in question if there are any specific prohibitions against metric only labeling and if so, what is necessary to change it. Phil On Jan 12, 2008 10:52 AM, STANLEY DOORE <[EMAIL PROTECTED]> wrote: Since all but two US states now allow metric only packaging, why not let them use metric units only be printed and used as labels? Stan Doore ----- Original Message ----- From: Martin Vlietstra To: U.S. Metric Association Sent: Saturday, January 12, 2008 7:56 AM Subject: [USMA:40026] Re: Finishing metrication in Australia Pat, If Subway persist in ignoring your letters, would it help if you were to lodge an official complaint to your Government (state or federal as appropriate under Australian law). After all, it is my understanding that Australia banned the use of imperial units many years ago and as you rightly point out, re-introducing them will undermine the teaching of science and mathematics in Australia (as is happening in the UK). Regards Martin ---------------------------------------------------------------------------- From: [EMAIL PROTECTED] [mailto:[EMAIL PROTECTED] On Behalf Of Pat Naughtin Sent: 11 January 2008 07:29 To: U.S. Metric Association Cc: USMA Subject: [USMA:40024] Re: Finishing metrication in Australia On 2008/01/02, at 9:10 AM, Ezra Steinberg wrote: Pat: I was just wondering if, with a new government now in place, there might be any efforts to help certain industries (such as textiles) complete metrication (perhaps by their switching from centimeters to millimeters). Best wishes for the new year! Cheers, Ezra Dear Ezra, No, I don't think that the change of government in Australia will have much effect on metrication. After the initial burst in the 1970s political parties generally decided that there was little interest in metrication matters as a political issue and since then they have simply ignored it. This leaves a political vacuum where others may decide to use old pre-metric measures for their own commercial purposes.For exampleexpatriatesfrom the USAsuch as Subwayare currently pushing the ideas of a 'footlong' and a 'sixinch' andKFC is emulating this witha 'nine inch' bread roll filled with chicken as a marketing device. I have written to KFC pointing out my opposition to their '9 inch' campaign I had no reply. Here is a copy.
