Celebrities who appear in this ad include Pauly D, Amy Sedaris and James Carville.
I think it is an interesting tactic to include consumers bashing on your product, especially celebrities. However, it does bring attention and gets people to talk about it.
Source: http://mashable.com/2011/02/22/pauly-d-miracle-whip/
3 comments:
Oh man! I am torn... Sometimes I need MW (yes, I just used their hip new abbreviation!) and sometimes I want the real thing! Booo.
I Love Mircle Whip. I really like the new campaign and the new "MW" logo. It confused me for a second at the grocery store, but it made me smile.
Oh, I like it way more than Jcpenny's new logo. :)
A couple of things come to mind when I think about this campaign.
1.) I think MW is extremely confident in their product. The main point they are pushing is for people to try it and then pick a side. I think they feel that if consumers try the product then they will like it.
2.) They are trying to create a very strong sense of brand loyalty among consumers. They are encouraging people who maybe even just "kinda like" MW to pick a side and be proud of their decision.
It's an interesting approach for a campaign, but it is bringing MW to the attention of a lot of people who may have just bought regular old mayo before. They may get a lot of new consumers trying their MW product, and in turn a lot of new loyal customers.
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