Miracle Whip, which has launched a bunch of promotions revolving around love and hate to the product (as it turns out, the salad dressing spread can even ruin families or, on the contrary, make them stronger), continues to explore people’s attitudes to the edgy and controversial product. For the new storytelling campaign, developed by mcgarrybowen (the advertising agency behind the previous push), Miracle Whip is traveling in time, to the 17th century, and asking the key question, ‘You hate Miracle Whip, but have you tried it yet?’—the idea is that some people believe the product is disgusting, but it’s just because they’ve never tasted it.
Category Archive: Marketing
The Guinness beer brand is encouraging public around the globe to show their love of the Ireland’s national holiday St. Patrick’s Day (which is known and celebrated outside the country as well) and help the brand to set a new Guinness World Record on March 17. It’s not the first time when brands are calling their fans to help them achieve big goals—last year, Oreo gathered most Facebook likes for one post in 24 hours and Lynx ‘hosted’ the most massive simultaneous shower-taking event. Just like the cookies brand, Guinness is also using its digital hubs, the brand’s Facebook page and www.Guinness.com, to gather the most people possible for ‘The Largest St. Patrick’s Day Celebration.’
The dose of love the brands shared with the world on Valentine’s Day was so big that we still feel it. For the lasting effect of the holiday, Moët & Chandon has teamed up with renowned graffiti artist André, to create a new limited-edition lovely packaging for its Rose Imperial champagne that allows to personalize the bottle and launched the ‘Tag Your Love’ campaign featuring the highly recognizable smiling Mr. A character ahead of V-Day.
Traditionally, February of a leap year (and 2012 is one of them) is a month of reversed relationship as women can freely propose to a men on the last day of month. While Renault is supporting only ladies by encouraging them invent new and astonishing ways of proposing, Hendrick’s Gin is teaching both male and female consumers how to not to be a gentleman (for men) or how to trap your potential spouse (for young fillies) in its two schools, Hendricks’s school for scoundrels and Ladies school of nuptial conquest.
The article is written by Renée Whitworth, Strategic Partner at Flood Creative, New York
Product design is pretty much pervasive now. What was once more of a “behind the scenes” competitive advantage is now an open and assertive part of the messaging. We are bombarded with the faces and signatures of famous designers, artists and/or lifestyle gurus in every aisle of every mainstream big box retailer.