I’ve never liked those overly sweet, cheap-chocolate caramel reptiles.
Now I have a new reason to hate them: their advertising!
First they hit the consumer-generated content campaign trail a few years back to encourage Canadians to “Sing the Jingle” for a chance to appear in their TV advertising.
I love this quote from John Herbert, assistant brand manager at Nestlé Canada: “The Turtles jingle holds a special place in the hearts of Canadians,” he said. “I don’t know anyone who can’t sing along to “Mmm… I love Turtles™”.
“Mmm…I love Turtles trademark.” Catchy.
So we get a lot of tuneless, instant-fame wannabees playing into Nestle’s hands by singing about how much they love the product. Hey gang, the cliff’s over here!
Don’t even get me started on consumer-generated content. It was cute for about 6 minutes. A few years back. But when it’s orchestrated like a giant money shot all over the product?
I just caught their newest commercial on TV. It’s a spot about a guy visiting his girlfriend’s house at Christmas to meet her parents for the first time: He stands on the front step and practices what he’s going to say in a voice loud enough to set off car alarms. Rather than drop a piano on him, they invite him in. He brought Turtles as a gift! It’s going to be OK.
I tried to find it on YouTube to share with you, but it’s so bad they didn’t dare post it.
I hurled a sock at the TV and shouted “Stupidest commercial ever!”
Stupidest Commercial Ever™.