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.
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