Across the wires this morning comes this article about Kraft Miracle Whip’s brave – or foolhardy – new marketing campaign: We’re Not For Everyone.
They are inviting the public, through traditional and social media channels, to be brutally honest about the taste.
Some of the more memorable appraisals:
- It tastes like sweet lotion
- It’s like licking a shoe
- Tastes like a 4-year old’s first food experiment (ok, that’s mine)
So, to the question: Is this outpouring of honesty a good thing?
Some are calling it brilliant. Many “marketing experts” think that honesty works with consumers (I agree with them). They believe this campaign will really entrench loyalty amongst those who already like it, and pique curiosity amongst those who are on the fence. Try it again and see for yourself! Click here to get your Free Sample!
Others, less fulsome in their praise, suggest that inviting the public to flog your product in such a manner only pushes those on the fence further away.
Here’s something else to consider: this is not about honesty at all. It’s about entertainment.
Do you think anyone believes Miracle Whip tastes like licking a shoe? Nah. But people will try hard to find something creative and damaging to say when invited. Human nature. Fence sitters may find it more entertaining to slag it off then prop it up.
Will the campaign work? I think so. Kraft is creating buzz by letting consumers have their say and not being defensive. These are the very principles upon which this great Cyber/Social Media Nation was founded.
What do you think? How would you describe it?