Idaho is O’Boisterous

When we got there it was closed, but it really exists:

Blackfoot, Idaho. September 2008.

It reminds me, then as now, of O’Boisies, whose tagline was “O’Boisies Are O’Boisterous.”  Seemed like it was tough to fail with a campaign that merges memories of the Irish potato famine with the spud-studded home of the Aryan Nation — plus a healthy dose of inane hyperbole.  But they’re gone, along with Keebler’s Tater Skins, which I remember being pretty thick.  Almost like salty Milano.

Did the two chips poach each other’s demographic?  Fall victim to the public’s burgeoning lust for kettle chips?  Or did people feel insulted that Keebler felt the need to insert an extra i into O’Boisies so that consumers wouldn’t feel intimidated by the pronunciation?  (Which is still wrong, since Boise is “BOY-cee.”)

I think people were asking for the “oh-BWAZ-es” during the beta test, torpedoing the entire campaign.