Can you overstep the line to cut through the clutter and market your product?
From Joan Isabella, StartupNation Radio consultant
This weekend, I came across two marketing concepts that made me ask the question WHAT ARE THESE PEOPLE THINKING?!?!?!. The first was in an article in the Detroit Free Press and it talked about a new energy drink called "Cocaine". The spokesperson for the company said, "It’s a fun name." I don’t know about you, but I know people whose lives were ruined by cocaine and I don’t want to have a product in my home that glorifies the drug.
I was on a plane and started to read the airline magazine. In it was an ad for a seminar on the art of negotiation. It was an expensive pull out print with a cover page announcing "It’s like steroids for your career." As far as I know, steroids are a bad idea unless you have poison ivy or your doc prescribes them for inflammation.
I’m still thinking about the Quiznos commercial with the little rat-like characters. I didn’t know what Quiznos was before them, but I had no desire to eat food promoted by little rats either. Now, over a year later, I still remember the spot every time I see a Quiznos. My husband and son still sing the song the rats sang in the commercial. And I even ate there once at their behest.
So, I ask you–are these commercials a success? They may cut through the clutter. But will you use products that remind you of rodents, or glorify drugs.
What do you think?
October 10th, 2006 at 11:30 am
I think the name Cocaine for energy drink is great, it is actually selling really well on eBay at least. And honestly speaking, those energy drinks arent trying to target your niche (moms) anyway, they’re target young people like myself and we love it. I think "XXX" on steroid is just a common generic term, not need to flip or anything.
I however, do think the rat thing with sandwich is a BAD idea. Business is business, lets focus on maximizing profits here within the legal framework.
October 10th, 2006 at 12:28 pm
Okay, You make a point. They don’t want me, so it’s no surprise that they don’t get me!!!
October 11th, 2006 at 11:38 pm
Its sensationlism. He made a strong point with the 37.50 sent to the NY Post. But here is the thing- Energy Drinks are now a dime a dozen and most taste like crap. People might like the cool/fad factor of the name, but you will have to spend more than 37 bucks to keep up the mommentum.