Posts Tagged ‘Strange ads
Be cute only if you are cute!
Nuvaring is at it again.
I wish I have some insight on ad awareness data.
I was not a big fan of the “Monday, Tuesday, Wednesday†ad. It started out as a really strange cartoon in August 2008. In September 2008, the cartoon was enacted by real people. In November 2008, the ad got a black & white treatment for the old pill method. Now, a year later, August 2009, I see ads that use the old ad as background, with women in the foreground talking about the contraceptive ring.
I have to say, the old ads were effective visually, and the jingle made the ads stand out. However, I still wonder how motivating they were. I think the latest version was the best version thus far. At the end of the day, they were trying to change people’s behavior. To do so, they had to address women’s concerns / fear, and offer them a reason why the NuvaRing solution was better than their existing solution. I felt the cartoon or cartoon-like ads were never truly relatable. I, while represented only one data point, would never be convinced by a cartoon on something so important to my health. Today, NuvaRing returned to having women talking to women about women issue, which seemed to me to be far more appropriate.
So, I wonder, what would have happened if NuvaRing had today’s ad in market a year ago? Would their sales have been better?
My conclusion: Make sure your marketing message is aligned with your brand equity. If it’s a cute product, by all means, be cute. If it’s a serious product, be serious. If even you don’t take yourself seriously, why would I?
See previous discussion on NuvaRing ads here.
Note: YouTube may remove the video without notice. You may also be able to see NuvaRing’s current commercial here.
I don’t like square butts…
I have not come across a commercial that perplexed me for a while. (In case you’re wondering, the last one was the NuvaRing ones…)
Just saw the latest Burger King commercial, and I was perplexed. It combined an icon for adults and an icon for kids. The message was supposed to be targeted toward adult, but with a call to action for kids. WHA…?
Internet research indicates that this commercial first debuted during the NCAA championship game, aimed at the commercial’s target demographic of adult men. Well, that’s fine. In fact, I would suspect that many adult men would find this commercial very funny.
But, if that’s the case, why are they ending the commercial with the kid’s meal? Why not end it with an adult value meal?
Now, it hypothesized that Burger King had in mind a publicity stunt. However, despite what they say, not all PR is good PR. Considering that kids, and their parents, are a sizeable group of any fast food chain’s consumer base. This commercial could very well alienate this group of consumers… In this economy, could Burger King afford this? Is publicity bringing in enough foot traffic into the restaurant?
NuvaRing commerical “refreshed” again!
On air beginning in December 08:
It just doesn’t end!
I posted Real People or Cartoon? Or perhaps Neither! back in September. That was when I wondered why NuvaRing would convert a cartoon commerical into one that was acted out by real people. Now, that question continues as why would they now “refresh” the commerical again by changing the colors of it?
Perhaps this was just a plot to get us blog about it.
September 2008 version:
August 2008 version:
Jeannie Chan is a Brand Manager for a Fortune 500 consumer goods company. She considers herself a marketer, a traveler, and a foodie. Jeannie lives in NYC. 
