It appears as though the long-serving, sexually-innuendoed “Who’s Your Tiger?” promotional slogan for the Detroit Tigers is officially yesterday’s news.
Recently, the team has been running advertising with a new slogan: “Always A Tiger.” And just as patriotism is the last refuge of a scoundrel, so serves nostalgia for a baseball team in search of meaning.
The slogan, in essence, is supposed to subliminally communicate to fans the subtle acknowledgement that the team is not very good, but that the emotional bond (i.e. guilt) felt by fans should bring them back to the ballpark. Are you only a fan of the team when they’re winning, or are you always a Tiger? Clever, huh?
It would seem less conniving if the Tigers consistently embraced their history — not just when an ad agency tells them it tested well in focus group studies.
In any event, the new ad slogan is a vast improvement over its predecessor. Let’s hope the ads have an impact on the Tigers’ players, management and ownership. It’s not the Tigers’ fans who need coaxing.