I've just read an interesting article on the Compare the Meerkat/Market advert; specifically:
"Perhaps there were, in fact, signs that the meerkat campaign was
beginning to go unnoticed. In which case, there is nothing like absence
to make the heart grow fonder. So, perhaps this is exactly the right
response. Introduce a new character to rekindle consumers' love for the
one it has replaced and get people talking.
Ultimately, this could give the campaign more legs. Creating a
rivalry between Wigglethorpe-Throom and Aleksandr Orlov might add
interest to the campaign and allow for a return to 'the Meerkat' with
renewed freshness and interest. So, even if this execution doesn't hit
the same creative high notes or become a longer-term property, it may
still have a nice residual effect."
Certainly an interesting viewpoint and one that parallels the campaign by Coco Pops to rename the product Choco Krispies, which quite rightly prompted backlash. Sometimes consumers need to be reminded about what they love- like when a partner wears lingerie or grows a beard.
... Choco Krispies... what on earth were they thinking...
http://www.marketingmagazine.co.uk/news/1168567/Comparethemarket-lack-meerkat-mascot-comparison-sites-ad-prove-stroke-genius/
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