Does the word “moist” scare you? Would you buy a product called “moist mayo”?
These questions and more come to mind in the wake of a larger-than-life jar of mayonnaise showing up on the steps of Merriam-Webster’s headquarters in Springfield on Monday.
The words “real moist” are front and center on the jar. The 6-foot-4 jar was placed by none other than Kraft Real Mayo, a branch of the company known for its macaroni and cheese meals.
The company’s mission is to get the word “moist” searched online as much as possible to receive Merriam-Webster’s coveted “Word of the Year” award — and change perception of the word.
In years past, the dictionary company’s award was given to gaslighting in 2022, vaccine in 2021, and pandemic in 2020.
The word “moist” has received decades of bad rap, thanks to 2010s internet. Urban Dictionary refers to “moist” as “a word people pretend to hate because the internet told them to.”
Kraft Real Mayo Brand Manager Frances Sabatier said most people don’t know why they don’t like the word.
“Kraft Real Mayo has such a devoted fanbase of mayo lovers, and we want to embolden them to help us change the perception by searching the word ‘moist’ online so many times that it’s elected Merriam-Webster’s word of the year,” Sabatier wrote in an email.
Maisel Torres, 17, of Springfield, talks about the giant mayonnaise jar he encountered while walking down Federal Street past Merriam-Webster Dictionary headquarters. The Kraft food company delivered the jar to make their case for designating "moist" the dictionary's "word of the year". Don Treeger / The Republican) 11/8/2023The Republican
Maisel Torres, 17, came across the outsized jar Wednesday afternoon. He said the it brings color to the Federal Street neighborhood. He added that mayonnaise is not the word that comes to mind when he hears the word “moist.”
Instead, it’s cake and brownies.
However, Kevin Drayton, of Springfield, said he does think of mayonnaise when he hears “moist.”
A Merriam-Webster representative could not be reached for comment.
According to its website, however, the word was pronounced “moiste” by the Anglo-French and was first used in the 14th century.
The brand has more than the Springfield stunt in mind. It is planning to host a “Search-A-Thon” livestream on Twitch on Nov. 18 with the help of gaming influencers who intend to encourage viewers to search the word “moist” as much as possible, Sabatier said.
In addition to the that, Kraft plans paid advertisements on the social media sites Instagram, TikTok and Reddit, as well as on-the-ground canvassers, all designed to raise awareness about its “Search Moist” campaign.
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