I have always felt that in order for a brand to sound authentic it is critical to have a little bit of dirt - something that is less than perfect. It is like Betty's sandwiches that Jughead doesn't like until they have a little bit of sand in them!
I follow a blog about fund raising for non profit organisations that found this "commercial" for Trader's Joe that sounds really authentic. Follow the words and you will see my point about grit.
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