Archive for the ‘debate’ Category

Woman’s Last Stand – The Spoof Heard ‘Round the World’

Tuesday, March 30th, 2010 - by MEA

“I will say yes when you want me to say yes… I will listen to your opinion of my friends… I will carry your lip balm…” According to Dodge’s 2010 Super Bowl commercial, men sacrifice a lot. But there is a limit to their chivalry, and the 368-Horsepower, V8 Charger is the perfect means to maintain a shred of dignity.

For some, Man’s Last Stand was well conceived given its target audience – an interesting, albeit exaggerated, depiction of the lives of 20- and 30-something men. For others, Dodge’s rallying cry for guys everywhere to reclaim their manhood came across as emasculating and sexist. And there’s been no shortage of commentary as a result. The most notable was Woman’s Last Stand – a video spoof that sheds light on the other side of the story, delving into the sacrifices women make on a daily basis (well, according to its creator). Part of the response includes: “I will assure you that size doesn’t matter… I will turn a blind eye to your ever-encroaching baldness… I will elect male politicians who will make decisions about my body…” The pointed message was enough to attract more than 250,000 views on YouTube alone, along with thousands of user comments and media coverage. Not too shabby for a spoof, which are typically under-produced and lack any real traction in the realm of viral videos.

What do you think? Is Man’s Last Stand harmless entertainment? Or, does Woman’s Last Stand portray it accurately as misguided and offensive? Furthermore, like it or not, Dodge is receiving added exposure (Man’s Last Stand has garnered more than 1 million views on YouTube) thanks to the controversy. Is this a case of “there’s no such thing as bad PR”? Or, will the uproar further tarnish the brand of a flat-lining car company?

by MEA

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Domino’s to the World: Our Pizza Sucks

Friday, January 15th, 2010 - by Colin Ayres

It was less than a year ago when the web was buzzing over a YouTube video that starred two Domino’s Pizza employees displaying some, er, inappropriate behavior as they prepared a customer’s order. The result? Over 940,000 views and a tidal wave of bad PR. The repulsive nature of the video served as a catalyst for unbridled criticism on social networks, which held the company, its employees, and its pizza in contempt.

It didn’t take long for CEO, Patrick Doyle, to respond. He issued a public apology via the same channels that had delivered a significant blow to the Domino’s brand and its core product. He promised a full investigation, thanked loyal customers, and guaranteed changes abound.

Fast forward to January 2010. Domino’s launches a fully-integrated ad campaign called the Pizza Turnaround — the true story of how the nation’s second-largest pizza company and the largest deliverer of pizza is facing its harshest critics and attempting to remake its pizza from the crust up. The campaign addresses the problem directly, with current employees sharing footage of product-bashing focus groups and unkind quotes from social networks such as, “[It] tastes like cardboard.” In addition, the brand is promoting its move toward selling pizza via social networking sites and popular mobile devices in hopes of meeting customer demand while appealing to a younger audience.

If nothing else, in the wake of the public relations nightmare that started in early 2009, Domino’s honesty is refreshing. If more advertisers took this kind of approach, especially during the so-called social media revolution the industry is facing, they’d be better off. But can this truth-in-advertising approach work for such a tarnished brand? Can Domino’s reshape perception and build loyalty with the simple proclamation, “Our pizza sucks and we’re going to do something about it”? It’s probably too early to tell, although initial reactions have been positive. In the end, it will be the quality of the product (read: does it taste more like freshly baked dough and cheese than cardboard) that decides if the Pizza Turnaround is indeed a revolution.

Check out www.pizzaturnaround.com and share your thoughts.

by Colin Ayres

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Are Reebok shoes made out of bologna?

Tuesday, November 24th, 2009 - by MEA

Historically, athletes have been willing to shell out hundreds of dollars on a single pair of sport shoes that promise to improve their performance and prevent injuries. But recent articles are questioning the validity of those claims, and raising some eyebrows among buyers. According to one article, “…there are no studies out there suggesting that these shoes in fact work.” Liz Brett, a sports and recreation manager and former Australian Olympic volleyball player that was interviewed for the same article, said she recommends spending money on the shoes to reduce the risk of injury. However, she also admitted to hoping she isn’t a “victim to a marketing con job.” Read the article here.

It’s no wonder why a significant percentage of consumers believe that the sole purpose of advertising is to convince people to buy stuff they don’t need. But despite the challenges, Reebok is attempting to reshape consumer perception with a new product called EasyTone, featuring balance ball-inspired technology. The campaign claims that the shoes work your calves and hamstrings 11% more and tone your buttocks 28% better than ordinary shoes. Simply by walking.

Clearly, the success of Reebok’s efforts will depend heavily on the real-life effectiveness of the product. But are the statistics combined with the sex appeal of the ads enough to even begin to alter the perception of an increasingly skeptical audience? Or, will customers be singing, “My bologna has a first name, it’s R-E-E-B-O-K?”

by MEA

3 Comments »

Effective Ads or Irresponsible Marketing?

Wednesday, August 19th, 2009 - by MEA

The potential health and environmental impacts of plastics in bottled water are a hot debate these days – and Tappening is trying to capitalize on the opportunity. The print ads direct consumers to a viral website www.startalie.com where users can join in the fun of creating and spreading lies. This interactive user generated content has resulted in everything from “Bottled water got me pregnant. I’m a man.” To “Bottled water is full of carbs.”

(more…)

by MEA

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Oreo Goes T&A

Monday, July 20th, 2009 - by MEA

“We didn’t buy Nabisco, we bought Oreo!” That’s what R.J. Reynolds Industries exclaimed when pundits questioned the tobacco giant’s acquisition of the cookies and crackers company in 1985. It was the brands RJR was after and the legendary promise and personality each owned – Oreo one of the most beloved.

Recently, Oreo launched a new creative slant with a decidedly different brand tone. Some think the new approach is more “Bruno-like” than anything else, but it’s certainly a major departure from their traditional warm and fuzzy fare.

Well, clearly Oreo is still about kids and the love affair between the cookie and milk. Apparently though, now that relationship might be getting just a wee bit kinky. For perspective, here’s one of the brand’s previous spots.

Contemplating a change in brand personality to energize and wake up customers is pretty much an annual chat between marketers and their agencies. It’s always tempting to jump at the chance to do something new or break a few rules. Still, a brand’s personality is one of its most precious assets and it remains to be seen if Oreo’s adventure in this area is wise or not. What do you think – smart move or udderly ill-advised?

by MEA

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Is “Cut”, a PSA starring Keira Knightley, too hard-hitting?

Thursday, June 11th, 2009 - by MEA

“Cut”, starring actress Keira Knightley, is a PSA created to raise awareness of domestic violence. But, the controversial commercial has censors shaking their heads. They’ve banned the commercial until several edits are made, claiming it’s too shocking for audiences. Proponents of the cause say the commercial effectively raises awareness. In fact, “Cut” has already garnered over 1 million views on YouTube.

Is “Cut” too hard-hitting? Or, will its disturbing nature open the public’s eyes? Is this a line advertisers should avoid crossing? Or, does the end justify the means? You be the judge.

by MEA

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