Jan 29

What would you do with $2.7 million?

I know what I wouldn’t do with $2.7 million, and that’s blow it on a Super Bowl commercial. And, now atBudbowl
long last, comes scientific proof that, unless you’re Budweiser, you’re wasting your cash on Super Bowl spots.

A study just released at the Cognitive Science Conference (and what a fun group that must be!) showed that ‘…ads with poor cognitive skills were misattributed by consumers, and beer ads were attributed to the huge Super Bowl presence that is Budweiser.’ Translation: people simply don’t remember the ad they just saw. So, regardless of the category or the cleverness, Super Bowl ads don’t work.

This comes as no surprise whatsoever. Yet, the ad trades still routinely go nuts about ‘first time’ Super Bowl advertisers. And, Monday morning water cooler conversationalists everywhere will debate the most creative Super Bowl spot.

But, none of it matters because, unless you’re Bud, you’re ad’s going to be a dud.

Now, imagine for a minute how far $2.7mm would go if those very same marketers allocated the funds towards a mix of traditional and digital PR. It boggles the mind.

So, as you’re sipping your brew and eating that slice of pizza on Sunday, take a longer look at the ads. You’ll be watching $2.7 million literally going up in smoke.

Dec 06

Curious? I think most guys would be repelled

Have you seen the TV commercial featuring Britney Spears and her new line of perfume called ‘Curious’? InCurious_2
the spot, Britney makes eye contact with some hunk and then, seconds later, is embracing him in her peculiarly passionate, but sleazy, way.

My first thought: what woman would wear Britney’s perfume? My second thought: what guy would ever find this a turn-on?

I can imagine the scene: a guy and girl are connecting. Things are progressing nicely. The guy is totally intoxicated with the woman and whispers in her ear, ‘I love how you smell.’ She sighs, and says, ‘It’s Curious by Britney Spears.’

Ouch. Talk about a buzz kill. Game. Set. Match.

What sane guy is going to want to hook-up with a woman who wears the perfume of America’s sleaziest and most unstable celebrity? If I hear that response, I bolt for the fastest exit, post haste.

What marketing genius thought ‘Curious’ was a smart line extension? Who’s the target market: emotionally unstable, drug and alcohol-addled girls, aged 18-25?

There are great new product ideas, good new product ideas and just plain bad ones. Curious perfume by Britney Spears belongs in a category of its own I’d label: ‘ugly.’