Nike.
Says.
Boom.
A collection of awesome new :15's from Nike do something so few ads are able - they reinforce, arguably advance, its brand equity with a single word. That word also happens to be a sound, which contributes to the power of translation.
Nike delivers the boom not only through spoken word, but claps, bats, dunks, collisions, explosions, reactions, hand gestures and more.
Here's another:
(I guess Bo still knows.)
Sure, Nike has something going for it that most brands can't claim. Money. Money has made it possible to invest sufficiently to build a great brand, grow awareness to near 100% and enjoy a position where it needn't be as worried with selling individual product RTBs as it is reminding people why its brand marque is still as fresh as ever.
So, while Nike may represent the unattainable when it comes to ad investment, I would argue every brand, big or small, needs a little bit of boom. Boom is not a tagline - it's a statement that's made by the brand, not for the brand.
It's not what we, as marketers, want to say about our brands, but what our brands are capable of saying for themselves. If we were to go observe our brands in their own natural environment, what would they say?
These are rhetorical questions, of course, but it's this sort of smart strategy and powerful execution that makes it possible for Nike to make a statement with nothing more than that little swoosh.
ON STRATEGY. boom.
30 September 2010
27 September 2010
Not seeing the forest for the trees.
These new spots for Sierra Mist Natural are almost funny. But, as we all know by now, humor won't be enough to move product. Even really, really great humor, which this is certainly not.
I think you'll agree. Take a look:
Someone at Sierra Mist obviously got the memo that high fructose corn syrup is out and ingredients closer to the source are in. That's a tough pill to swallow when your brand's mission is to churn out high octane, syrupy sweet, lemon lime soda capable of competing with Mountain Dew, but it looks like the product guys stepped up to the plate with a solution in Sierra Mist Natural. That's the good news.
Now, the bad news...
Where did the agency and/or brand team(s) get the insight that Nature, itself (talking trees in this case) is the authority on natural things that taste delicious?
First and foremost, there's a positioning issue here - one that seems to have made its way into the tagline: "the soda nature would drink if nature drank soda."
To illustrate the ill logic, this is the equivalent of an organic egg company claiming: "the eggs hens would eat if hens ate eggs."
All the details seem to have been overlooked, the result of which is just a runaway execution.
So, yes, there's humor here - I just don't see the value or intent? I'd rather see some riled up UFC fighters chugging this stuff down, getting all hyped up and winning the match, then looking down at the can to reveal it's the Natural sort vs. the standard artificial-corn syrup variety.
I'm not saying that's the right execution, but this is certainly not it.
For a Monday, that's enough said. OFF STRATEGY.
I think you'll agree. Take a look:
Someone at Sierra Mist obviously got the memo that high fructose corn syrup is out and ingredients closer to the source are in. That's a tough pill to swallow when your brand's mission is to churn out high octane, syrupy sweet, lemon lime soda capable of competing with Mountain Dew, but it looks like the product guys stepped up to the plate with a solution in Sierra Mist Natural. That's the good news.
Now, the bad news...
Where did the agency and/or brand team(s) get the insight that Nature, itself (talking trees in this case) is the authority on natural things that taste delicious?
First and foremost, there's a positioning issue here - one that seems to have made its way into the tagline: "the soda nature would drink if nature drank soda."
To illustrate the ill logic, this is the equivalent of an organic egg company claiming: "the eggs hens would eat if hens ate eggs."
All the details seem to have been overlooked, the result of which is just a runaway execution.
So, yes, there's humor here - I just don't see the value or intent? I'd rather see some riled up UFC fighters chugging this stuff down, getting all hyped up and winning the match, then looking down at the can to reveal it's the Natural sort vs. the standard artificial-corn syrup variety.
I'm not saying that's the right execution, but this is certainly not it.
For a Monday, that's enough said. OFF STRATEGY.
22 September 2010
What can FREE do for you?
In marketing, few words are more powerful than FREE and NEW.
As consumers, of course, we love to hear both. But marketers should be careful not to confuse what consumers want a brand to do from what consumers want in a brand.
Those might sound similar, but in fact they are two very different things.
Giving your brand away poses a serious threat to its health. Alternatively, it can present an opportunity. Giving product away for FREE can either cheapen the brand or remove the barrier for trial, thereby exposing new people to the product who may not otherwise have tried it. Following this logic, FREE can help win new customers as well as help lose customers who lose respect in the process.
Case in point for Bud. That's right, Budweiser beer. If you are like most of the US population, you've tried a Bud at some point in your life. In fact, you've probably had Bud several times. Here are a short list of times and places you may have had the pleasure of drinking a Bud:
* You went to college
* You went to high school
* You have been to a low budget office holiday party
* You have been to a keg party, referred to as "keg party"
* You like to drink cheap beer
It seems Budweiser sales have slipped and people are less interested in drinking Bud today than they once were. That's an awful problem to have and I agree it needs a solution, but giving Bud away for free as an attempt to solve it?
That's just an unbelievably lame idea. By lame I mean 'lacking creativity' as well as 'highly ineffective'.
The only way I support giving product away for FREE is if the people likely to engage in the FREE sampling haven't tried the product before and giving it to them for FREE makes it more likely they will try it than not giving it to them for FREE. None of these things are true for Bud.
What makes this dreadfully worse is that Bud plans to hand out the free samples in "trendy bars and eateries" to appeal to the "under 30 crowd that has ignored the brand, but are big beer consumers".
Dear Budweiser, please get a real strategy.
Where did Bud get the brilliant idea that talking to yuppy trendoids was the right approach? This crew may gladly take the free sample, but as soon as its not free anymore, you can bet they'll go back to ordering their Stella or Palm or whatever else.
If you insist on free, what about targeting the low hanging fruit? The Busch drinkers, Pabst drinkers, Coors drinkers, Miller drinkers. Hit the construction sites, stand outside the Irish pubs, hang out at college bars that surround campuses. Give these folks a free taste, show them a good time and maybe they'll forgo the Natty Light in favor of Bud for their next kegger.
In case this needs summary....it's OFF STRATEGY.
21 September 2010
Where to stick that insight?
Today's post comes in response to a devout Get On Strategy follower who asked what I thought of the new Corona spot.
Truth is, I caught this a week or so ago and made the deliberate decision not to blog about it. Why? Because I found it, in a word, dull. Perhaps you will agree - here it is:
But dull is no excuse, so here goes, Brian..
Corona has long been heralded the beach beer, enjoyed by party goers whilst soaking in the sun, sitting on the sand, lounging on a boat deck, or kicking back at a BBQ. It is not typically the beer sipped while snuggling next to the fire, at the ski chalet or watching snow pile up outside as excitement builds about the occasional grown up snow day.
In this spot, Corona attempts to change all that by inviting people to "find their beach" - whether that's on a rooftop overlooking the city lights or in some other unlikely place.
The spot resolves with a bronzed duo on a beach, clanging their bottles together with crystal blue water ahead and white sand beneath, seeming to suggest that drinking Corona will transport you (at least mentally) to the beach.
There's an insight here for sure, but I'm not sure it's one that ought to feed advertising or one that would have better served to drive some really smart product innovation?
Actually I am sure -- And there's more on that below.
First, I'll openly admit to not being a beer drinker, but I do have a basic understanding of what drives beer decisions. Light beers in clear bottles that go down easy infused with fresh lime juice have greater appeal when consumed under the sun than they possibly could on a crisp autumn night. There's something about change of season, or equally so, change of venue, that dictates what is and is not the right fit - if you can buy into the idea of "beer fitting."
Consider the customs of champagne flights and wine pairings. I'm told there are similarly structured events where high end ales and lagers are paired with hearty fare too. It makes perfect sense that alcohol would be complementary both to flavor and atmosphere. So, follow me with this 'beer fitting' logic, if you will.
What I'm saying is this. Yes, indeed, Corona is a beach beer. But no, I do not believe there's any such thing as drinking it and "finding your beach". When the leaves are cracking under my feet or the snow is falling outside or the fire is roaring, I don't want to slice up limes and drink light colored beer from a clear bottle. I want something darker, richer and more comforting.
If I were heading up Corona's marketing team and had enough data to validate this insight, I'd go in a completely different direction. I'd think about a new bottle design and a darker beer inside. ?
My new bottle would not be clear. The beer in it would not be called Corona. The bottle would probably have a label vs. print on bottle. The packaging and fonts would not be reminiscent of beach bars or tiki huts.
I'd get my new product "right", then go see what consumers have to say.
Imagine Corona having a hold on the summer / beach market and a beer capable of evoking a similar, seasonally appropriate feeling in Fall and Winter? That would be a home run.
But this effort is simply OFF STRATEGY.
Truth is, I caught this a week or so ago and made the deliberate decision not to blog about it. Why? Because I found it, in a word, dull. Perhaps you will agree - here it is:
But dull is no excuse, so here goes, Brian..
Corona has long been heralded the beach beer, enjoyed by party goers whilst soaking in the sun, sitting on the sand, lounging on a boat deck, or kicking back at a BBQ. It is not typically the beer sipped while snuggling next to the fire, at the ski chalet or watching snow pile up outside as excitement builds about the occasional grown up snow day.
In this spot, Corona attempts to change all that by inviting people to "find their beach" - whether that's on a rooftop overlooking the city lights or in some other unlikely place.
The spot resolves with a bronzed duo on a beach, clanging their bottles together with crystal blue water ahead and white sand beneath, seeming to suggest that drinking Corona will transport you (at least mentally) to the beach.
There's an insight here for sure, but I'm not sure it's one that ought to feed advertising or one that would have better served to drive some really smart product innovation?
Actually I am sure -- And there's more on that below.
First, I'll openly admit to not being a beer drinker, but I do have a basic understanding of what drives beer decisions. Light beers in clear bottles that go down easy infused with fresh lime juice have greater appeal when consumed under the sun than they possibly could on a crisp autumn night. There's something about change of season, or equally so, change of venue, that dictates what is and is not the right fit - if you can buy into the idea of "beer fitting."
Consider the customs of champagne flights and wine pairings. I'm told there are similarly structured events where high end ales and lagers are paired with hearty fare too. It makes perfect sense that alcohol would be complementary both to flavor and atmosphere. So, follow me with this 'beer fitting' logic, if you will.
What I'm saying is this. Yes, indeed, Corona is a beach beer. But no, I do not believe there's any such thing as drinking it and "finding your beach". When the leaves are cracking under my feet or the snow is falling outside or the fire is roaring, I don't want to slice up limes and drink light colored beer from a clear bottle. I want something darker, richer and more comforting.
If I were heading up Corona's marketing team and had enough data to validate this insight, I'd go in a completely different direction. I'd think about a new bottle design and a darker beer inside. ?
My new bottle would not be clear. The beer in it would not be called Corona. The bottle would probably have a label vs. print on bottle. The packaging and fonts would not be reminiscent of beach bars or tiki huts.
I'd get my new product "right", then go see what consumers have to say.
Imagine Corona having a hold on the summer / beach market and a beer capable of evoking a similar, seasonally appropriate feeling in Fall and Winter? That would be a home run.
But this effort is simply OFF STRATEGY.
20 September 2010
Starting with a strategy that's off strategy
Today's post is not quite about advertising. That's because the campaign hasn't hit the air just yet. Nevertheless, I'm afraid when it does, it's bound to be a huge flaming miss.
Here's an article that summarizes what Pizza Hut intends to serve up with its latest effort:
http://www.prnewswire.com/news-releases/pizza-hut-unveils-your-favorites-your-pizza-hut-in-new-brand-campaign-103291134.html
The insight is simple, but what I question is where it came from. The idea baked in here is that people buy pizza based not on its flavor or the promotion that happens to be running or how convenient the pizza place is to their home, but (...wait for it..) rather based on the human experience they have with the staff who serves them their pizza.
Did you just hear the loud thud?
The campaign will feature real Pizza Hut employees "sharing their passion for serving more than just pizza."
I'm not doubting there are some nice folks donning the bright red Pizza Hut uniforms, wearing a big smile on their face, but I'd bet a zillion dollars to one this is in no way a compelling reason for consumers to order pizza from Pizza Hut.
Sure, the same might be true at Mom and Pop pizza joints. You know, where dear old Al has been flipping and firing your perfect pepperoni for years. He sponsors your kid's softball team. He comes out to ask how the new job is going. He sits and chats sincerely. He offers free soda refills. He slips you the garlic knots for free. Maybe there loyalty and authentic interaction with staff reign supreme.
But not at Pizza Hut. Nor Domino's. Nor Papa John's.
In this case, I'll call the strategy OFF STRATEGY, no matter what the execution.
Here's an article that summarizes what Pizza Hut intends to serve up with its latest effort:
http://www.prnewswire.com/news-releases/pizza-hut-unveils-your-favorites-your-pizza-hut-in-new-brand-campaign-103291134.html
The insight is simple, but what I question is where it came from. The idea baked in here is that people buy pizza based not on its flavor or the promotion that happens to be running or how convenient the pizza place is to their home, but (...wait for it..) rather based on the human experience they have with the staff who serves them their pizza.
Did you just hear the loud thud?
The campaign will feature real Pizza Hut employees "sharing their passion for serving more than just pizza."
I'm not doubting there are some nice folks donning the bright red Pizza Hut uniforms, wearing a big smile on their face, but I'd bet a zillion dollars to one this is in no way a compelling reason for consumers to order pizza from Pizza Hut.
Sure, the same might be true at Mom and Pop pizza joints. You know, where dear old Al has been flipping and firing your perfect pepperoni for years. He sponsors your kid's softball team. He comes out to ask how the new job is going. He sits and chats sincerely. He offers free soda refills. He slips you the garlic knots for free. Maybe there loyalty and authentic interaction with staff reign supreme.
But not at Pizza Hut. Nor Domino's. Nor Papa John's.
In this case, I'll call the strategy OFF STRATEGY, no matter what the execution.
17 September 2010
Don't heart yourself too much.
What can brown do for you? Probably more than this new spot for UPS, which feels more like an internal rallying cry or corporate pep rally than consumer-facing communication. Here goes:
I wonder what % of UPS' target audience uses the word "logistics"? Even if the answer is 100%, that doesn't make positioning yourself as the company that loves logistics particularly relevant.
Logistics is one of the most functional words the dictionary has to offer.
Getting a package from point A to point B is what UPS does. It's also what DHL does. What Fed-Ex does. What the USPS does. It's simply cost of entry for any company that wants to be in the delivery business.
"What can brown do for you?" was oodles better. It screams customer service. It links inextricably to the brand, whose brown trucks and brown uniforms and brown logo are unforgettable.
I played this spot three times. On the third time, I was able to make out some of the song lyrics, which actually carry some decent RTB's. Buried among them, the idea of "less stress". That should have been the brief. That's what people care about when they ship a package - the stress of whether or not it will reach its destination on time.
Tell me your company will get it there with 100% accuracy because you have a fail safe system and I'll remember. Tell me you love logistics? I'm not making the link.
OFF STRATEGY.
I wonder what % of UPS' target audience uses the word "logistics"? Even if the answer is 100%, that doesn't make positioning yourself as the company that loves logistics particularly relevant.
Logistics is one of the most functional words the dictionary has to offer.
Getting a package from point A to point B is what UPS does. It's also what DHL does. What Fed-Ex does. What the USPS does. It's simply cost of entry for any company that wants to be in the delivery business.
"What can brown do for you?" was oodles better. It screams customer service. It links inextricably to the brand, whose brown trucks and brown uniforms and brown logo are unforgettable.
I played this spot three times. On the third time, I was able to make out some of the song lyrics, which actually carry some decent RTB's. Buried among them, the idea of "less stress". That should have been the brief. That's what people care about when they ship a package - the stress of whether or not it will reach its destination on time.
Tell me your company will get it there with 100% accuracy because you have a fail safe system and I'll remember. Tell me you love logistics? I'm not making the link.
OFF STRATEGY.
16 September 2010
BK is breakfast your way? Not quite.
Good morning, Burger King. I've been expecting you.
Having spent the better part of a year++ developing the launch strategy, positioning and marketing plan for Subway's breakfast program, today's topic is near and dear to my heart.
When it comes to QSR breakfast, I'm as tuned in as anyone would care to be. Tuned in enough to spot some holes in the new BK breakfast menu and this new spot that promotes it. Take a look..
Luckily for BK, it has a couple things going right when it comes to breakfast. Males are big breakfast eaters and consumers are less rigid about eating healthy at breakfast relative to other day parts. These facts make superfans and ginormous egg sandwiches two advantages.
Unfortunately, I believe there are a few problems.
First, "platters so big they'll block out the sun" are good in that they're large and filling; not so hot in the portability department, which becomes quite relevant when one considers the eating in the car and picking up en route to work dynamics that define most people's morning routines.
Second, there is a fundamental positioning issue. Some time ago, BK decided to position itself as the fast food place that lets you have it your way. Frankly, I'm not sure that's defendable (for BK) today, if ever it were. To let a customer have it his or her way, there need be more than just a willingness to hold the pickles.
I guess we've all gotten used to BK telling us we can have it our way with burgers, but the insincerity becomes abundantly clear with a new breakfast menu launch. Aside from letting me pick which item I want off the menu, what are they doing to let me have it my way? And if they are doing something, it's a point not made in this ad.
The biggest miss, in my opinion, is that there is virtually no food footage. New product names are sung, which makes them difficult to discern, and there's certainly no mention of ingredients. What's in that bowl? On that platter? Something sweet? Are those peppers? Onions? Sausage?
As viewers, we are left to guess what's on the rotating plates, which seem an obligatory inset, tucked in at the very end.
Breakfast is the most habitual of all day parts. This means if you want me to change my routine, you need to give me a really good reason. Start by making my mouth water.
Did I mention the spot is funny? Absolutely funny and spot on with casting, tone and manner sure to wake up the Superfans. But if history is any indication, BK needs to do more than get the same old people to roll out of bed and march through its doors.
BK is simply not serving up the RTB here, so I am left to call it OFF STRATEGY
Having spent the better part of a year++ developing the launch strategy, positioning and marketing plan for Subway's breakfast program, today's topic is near and dear to my heart.
When it comes to QSR breakfast, I'm as tuned in as anyone would care to be. Tuned in enough to spot some holes in the new BK breakfast menu and this new spot that promotes it. Take a look..
Luckily for BK, it has a couple things going right when it comes to breakfast. Males are big breakfast eaters and consumers are less rigid about eating healthy at breakfast relative to other day parts. These facts make superfans and ginormous egg sandwiches two advantages.
Unfortunately, I believe there are a few problems.
First, "platters so big they'll block out the sun" are good in that they're large and filling; not so hot in the portability department, which becomes quite relevant when one considers the eating in the car and picking up en route to work dynamics that define most people's morning routines.
Second, there is a fundamental positioning issue. Some time ago, BK decided to position itself as the fast food place that lets you have it your way. Frankly, I'm not sure that's defendable (for BK) today, if ever it were. To let a customer have it his or her way, there need be more than just a willingness to hold the pickles.
I guess we've all gotten used to BK telling us we can have it our way with burgers, but the insincerity becomes abundantly clear with a new breakfast menu launch. Aside from letting me pick which item I want off the menu, what are they doing to let me have it my way? And if they are doing something, it's a point not made in this ad.
The biggest miss, in my opinion, is that there is virtually no food footage. New product names are sung, which makes them difficult to discern, and there's certainly no mention of ingredients. What's in that bowl? On that platter? Something sweet? Are those peppers? Onions? Sausage?
As viewers, we are left to guess what's on the rotating plates, which seem an obligatory inset, tucked in at the very end.
Breakfast is the most habitual of all day parts. This means if you want me to change my routine, you need to give me a really good reason. Start by making my mouth water.
Did I mention the spot is funny? Absolutely funny and spot on with casting, tone and manner sure to wake up the Superfans. But if history is any indication, BK needs to do more than get the same old people to roll out of bed and march through its doors.
BK is simply not serving up the RTB here, so I am left to call it OFF STRATEGY
15 September 2010
If you can't outspend, outbrand or out-cool your competitor...
Then, outsmart 'em.
Here's a new spot for Kindle, which is mildly interesting in its attempt to defend against the behemoth that is Apple.
There they were, Kindle, sitting proud and content with their tablet, fending off the Nook and a handful of other small e-reader players, when Apple reared its slick, mod, innovative head and debuted the iPad.
Certainly Amazon's Kindle is no match for Apple's iPad on most functional accounts, not to mention the uber important brand love and loyal, 'gotta have it at any cost' following the brand attracts by simply unveiling a new gadget.
So how does a product capable of performing only a fraction of its cooler competitor's functions stay in the game?
What this spot lacks in engaging creative execution it makes up for in single-mindedness and relevant insight. And I like that price, which is lower, is woven in as support once the viewer has already been sold on the tangible product "advantage".
Fact is, Kindle is simply not a competitor to the iPad on most accounts, but it is a superior e-reader and that point is loud and clear here. If a consumer is buying it (as a good % presumably are) to read downloadable content, then Kindle is the better choice because the text is easier to read. Not to mention, it costs a fraction of what iPad costs.
A well-informed, calculated risk to go up against iPad and leave the other e-readers alone. Sourcing from the crowd considering iPad is easily the more lucrative move.
This spot probably won't win any creative awards, but it is ON STRATEGY.
Here's a new spot for Kindle, which is mildly interesting in its attempt to defend against the behemoth that is Apple.
There they were, Kindle, sitting proud and content with their tablet, fending off the Nook and a handful of other small e-reader players, when Apple reared its slick, mod, innovative head and debuted the iPad.
Certainly Amazon's Kindle is no match for Apple's iPad on most functional accounts, not to mention the uber important brand love and loyal, 'gotta have it at any cost' following the brand attracts by simply unveiling a new gadget.
So how does a product capable of performing only a fraction of its cooler competitor's functions stay in the game?
What this spot lacks in engaging creative execution it makes up for in single-mindedness and relevant insight. And I like that price, which is lower, is woven in as support once the viewer has already been sold on the tangible product "advantage".
Fact is, Kindle is simply not a competitor to the iPad on most accounts, but it is a superior e-reader and that point is loud and clear here. If a consumer is buying it (as a good % presumably are) to read downloadable content, then Kindle is the better choice because the text is easier to read. Not to mention, it costs a fraction of what iPad costs.
A well-informed, calculated risk to go up against iPad and leave the other e-readers alone. Sourcing from the crowd considering iPad is easily the more lucrative move.
This spot probably won't win any creative awards, but it is ON STRATEGY.
13 September 2010
The hidden danger of functional RTBs.
Body odor is a popular topic this year and Gillette arrives a bit late to the party on the heels of Axe and Old Spice.
Two tough acts to follow and a strategy that seems a bit absent.
A smart media buy, nevertheless. Subways are the perfect sort of cramped space you don't want to get caught stuck in without proper protection. Typically, though, you're more concerned with what others are wearing rather than you are your own odor protection, so I suppose this is intended to serve as some sort of PSA? I'm not sure what to make of it.
While Axe and Old Spice focused almost entirely on higher order emotional benefits, I'm afraid Gillette has done nothing but emphasis the obvious, functional RTB - presumably, that you'll stink less so others around you won't be too bothered...because when you ride the Subway you care more about those around you than you do yourself?
With a name like Odor Shield, isn't the stink-proofing benefit obvious?
Not sure anyone worked up a sweat trying to find a compelling way to differentiate with this campaign.
OFF STRATEGY.
08 September 2010
Can advertising up your cool factor?
If the spots below for Baby Carrots are any indication, I'd say the answer is a resounding "yes". Take a look, then read on.
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Nothing says 'cool' like this new TV campaign from the Carrot Industry (who knew such thing existed?), brought to us in all its splendor (no surprise) by the cool folks that are CPB. The graphics, the audio, the vignettes, the package design, the reference to "a bunch of carrot farmers", the obvious innuendo, the transparency with the 'junk food-like packaging' claim.
But, the BIG question is...WILL this make people eat more baby carrots? Will teens with raging hormones, rev'ed up metabolisms and a caution to the wind regard toward over-sugaring, really forgo the bag of Cheetos or peanut packed Snickers bar that taunts them at checkout in favor of carrots, however cool the packaging and reminiscent the ooh's and ahh's of scantily clad women?
I'm not sure, but these are very cool ads that give it a good shot.
Pardon me, though, as I play consumer insight police. Is cool packaging and crazy fun memorable advertising the reason people buy junk food or is it something else? Perhaps something more visceral....a physical craving for salt or sugar, maybe? And if in fact such is the case, will a cooler positioned batch of carrots prevail over sodium and fructose laden alternatives?
I don't presume to have the answer, but if those cravings really can't be stopped, maybe this super cool campaign would have benefited from a product that packages the carrots with a tiny scoop of honey or a savory maple pepper dip? Yummm...you're hungry aren't you?
The rest of it could then proceed as directed, but what I'm proposing may have up'ed the crave factor to match the cool factor.
Just sayin'.
ON STRATEGY with a 'we'll circle back' clause. Best of luck to the bunch of carrot farmers who are counting on this.
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Nothing says 'cool' like this new TV campaign from the Carrot Industry (who knew such thing existed?), brought to us in all its splendor (no surprise) by the cool folks that are CPB. The graphics, the audio, the vignettes, the package design, the reference to "a bunch of carrot farmers", the obvious innuendo, the transparency with the 'junk food-like packaging' claim.
But, the BIG question is...WILL this make people eat more baby carrots? Will teens with raging hormones, rev'ed up metabolisms and a caution to the wind regard toward over-sugaring, really forgo the bag of Cheetos or peanut packed Snickers bar that taunts them at checkout in favor of carrots, however cool the packaging and reminiscent the ooh's and ahh's of scantily clad women?
I'm not sure, but these are very cool ads that give it a good shot.
Pardon me, though, as I play consumer insight police. Is cool packaging and crazy fun memorable advertising the reason people buy junk food or is it something else? Perhaps something more visceral....a physical craving for salt or sugar, maybe? And if in fact such is the case, will a cooler positioned batch of carrots prevail over sodium and fructose laden alternatives?
I don't presume to have the answer, but if those cravings really can't be stopped, maybe this super cool campaign would have benefited from a product that packages the carrots with a tiny scoop of honey or a savory maple pepper dip? Yummm...you're hungry aren't you?
The rest of it could then proceed as directed, but what I'm proposing may have up'ed the crave factor to match the cool factor.
Just sayin'.
ON STRATEGY with a 'we'll circle back' clause. Best of luck to the bunch of carrot farmers who are counting on this.
07 September 2010
Alas, all good things must end.
Oh no they didn't.
Domino's has had a great run, but I think the latest spot is a huge miss
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Recall that this all began when Domino's became enlightened through focus groups that consumers weren't ordering because they thought the pizza tasted like cardboard. Since then, Domino's admitted the problem, vowed to change, claimed to have fixed it, and has made its mission to convince the world that things are better.
They've stopped at nothing to prove themselves....signs on lawns, knocks on doors, and the latest stunt, which involved asking consumers to send in their own Domino's pizza pictures, which would be used in place of carefully lit and masterfully constructed beauty shots.
I love the idea, but caution that it's two completely separate promises - two promises that probably ought not be linked in the first place. First, that the pizza tastes better and second, that it looks as beautiful when it arrives in a box at your house as it does in TV advertising. Both promises are terrific, if true, but the second far more difficult to operationalize, thus far more likely to fail.
A re-engineered recipe can be managed; relying on thousands of hourly pizza cooks to box it up just right, inspect whether the cheese has properly browned and bubbled and the toppings are evenly placed, then relying on thousands of delivery drivers who work off tips to balance the same box properly on their passenger seat and delicately carry it to the door.....you get the picture.
The latest spot features a photo that appears testament to the later point, but frankly I question why they'd choose to feature it, much less use it as an opportunity to slap themselves on their own wrist?
This sort of feels like a runaway strategy train. Domino's focus needs to remain on the task it set out to achieve - make the pizza TASTE better and convince everyone it does.
Since when did food that tastes good also have to look good? In fact, the opposite is all too often true and no appologizes are necessary. This is pizza we're talking about, afterall.
I fear Domino's runs the risk of undoing all the good it's done with this latest act. If the objective is to extend the price point and you need a reason why, forget customer pictures; why not dig up some positive feedback about the flavor?
To be clear, I'm a big fan of the campaign, but can't help call this execution OFF STRATEGY.
Domino's has had a great run, but I think the latest spot is a huge miss
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Recall that this all began when Domino's became enlightened through focus groups that consumers weren't ordering because they thought the pizza tasted like cardboard. Since then, Domino's admitted the problem, vowed to change, claimed to have fixed it, and has made its mission to convince the world that things are better.
They've stopped at nothing to prove themselves....signs on lawns, knocks on doors, and the latest stunt, which involved asking consumers to send in their own Domino's pizza pictures, which would be used in place of carefully lit and masterfully constructed beauty shots.
I love the idea, but caution that it's two completely separate promises - two promises that probably ought not be linked in the first place. First, that the pizza tastes better and second, that it looks as beautiful when it arrives in a box at your house as it does in TV advertising. Both promises are terrific, if true, but the second far more difficult to operationalize, thus far more likely to fail.
A re-engineered recipe can be managed; relying on thousands of hourly pizza cooks to box it up just right, inspect whether the cheese has properly browned and bubbled and the toppings are evenly placed, then relying on thousands of delivery drivers who work off tips to balance the same box properly on their passenger seat and delicately carry it to the door.....you get the picture.
The latest spot features a photo that appears testament to the later point, but frankly I question why they'd choose to feature it, much less use it as an opportunity to slap themselves on their own wrist?
This sort of feels like a runaway strategy train. Domino's focus needs to remain on the task it set out to achieve - make the pizza TASTE better and convince everyone it does.
Since when did food that tastes good also have to look good? In fact, the opposite is all too often true and no appologizes are necessary. This is pizza we're talking about, afterall.
I fear Domino's runs the risk of undoing all the good it's done with this latest act. If the objective is to extend the price point and you need a reason why, forget customer pictures; why not dig up some positive feedback about the flavor?
To be clear, I'm a big fan of the campaign, but can't help call this execution OFF STRATEGY.
01 September 2010
Is your product worthy?
New spots out from everybody's favorite brand, Apple. Check 'em out below, then read on:
Steve Jobs essentially works off one golden insight - consumers get bored easily; continue to give them new tech toys that look cool(er), do cool(er) stuff and make their owners feel cool(er) and more gratified via gadgety badge equity.
In these new spots, we see (literally) how the iPod touch and nano have been upgraded, thereby making them, and their soon-to-be owners, cooler and more connected in numerous ways. The music is upbeat, the colors are sharp, the products are hero and, most interestingly, the talent is cheap - because it's virtually absent.
Save for the faces on the iPod touch screens, we never see any live bodies, nor hear any words exchanged, nor watch any interaction between people - just hands and fingers interacting with the product, demonstrating how it does its thing.
This sort of execution begs the question, if Apple can tell a compelling story, simply using product demo and get people racing to the stores, why can't most others?
The answer is equal parts brand equity, clean advertising (that is, advertising that doesn't compromise or screw up the former) and just plain great product.
They say nothing kills a bad product like great advertising, but I say nothing kills a bad product like a bad product - and nothing sells a great product like advertising that doesn't need to sell.
Frankly, Apple does all its "selling" through word of mouth, buzz, and general "cool" factor. People will buy, use, talk about and envy others who have its latest and greatest. For Apple, traditional advertising (TV commercials) simply needs to acknowledge what happens out there in the world on its own.
Case in point here, ON STRATEGY all the way around. But, we can't all be Apple.
Steve Jobs essentially works off one golden insight - consumers get bored easily; continue to give them new tech toys that look cool(er), do cool(er) stuff and make their owners feel cool(er) and more gratified via gadgety badge equity.
In these new spots, we see (literally) how the iPod touch and nano have been upgraded, thereby making them, and their soon-to-be owners, cooler and more connected in numerous ways. The music is upbeat, the colors are sharp, the products are hero and, most interestingly, the talent is cheap - because it's virtually absent.
Save for the faces on the iPod touch screens, we never see any live bodies, nor hear any words exchanged, nor watch any interaction between people - just hands and fingers interacting with the product, demonstrating how it does its thing.
This sort of execution begs the question, if Apple can tell a compelling story, simply using product demo and get people racing to the stores, why can't most others?
The answer is equal parts brand equity, clean advertising (that is, advertising that doesn't compromise or screw up the former) and just plain great product.
They say nothing kills a bad product like great advertising, but I say nothing kills a bad product like a bad product - and nothing sells a great product like advertising that doesn't need to sell.
Frankly, Apple does all its "selling" through word of mouth, buzz, and general "cool" factor. People will buy, use, talk about and envy others who have its latest and greatest. For Apple, traditional advertising (TV commercials) simply needs to acknowledge what happens out there in the world on its own.
Case in point here, ON STRATEGY all the way around. But, we can't all be Apple.
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