Posts Tagged ‘Al Bundy’

As we know, there are plenty of niche products that actually embrace a sophomoric approach to their marketing. Usually this is a product targeted towards young men. They sometimes engage in a sexism not seen since the 60’s. The spots are supposed to be tongue-in-cheek. Think about the new-ish Dr. Pepper 10, trying to avoid the stigma of a diet soda but still depicting itself as a reduced calorie refreshment. They chose the 80’s action movie stereotypes to make a loopy attempt to pass themselves off as a macho option to diet drinks. (“I’m manly enough to handle 10 calories!”) It’s a grey area for launching a product, to be sure, but at least the campaign doesn’t offend anyone.

Old Spice was fairly successful when Mad Men was just breaking as a hot entertainment topic by producing a series of spots featuring Bruce Campbell. Campbell, a B-Movie Icon and co-star of the long popular Burn Notice, spoofed up the smoking jacket wearing, smug, hero of old. They were fun but the appeal to a younger audience probably didn’t materialize. Old Spice has since moved to Terry Crewes as a spokesperson and taken things in a more outrageous vein to bring in that younger market share.

So, for the most part, we expect a certain attitude in marketing in regards to certain products and we acknowledge or ignore them depending on where we fall in the net they are casting. I think we agree that frat boy humor integrated into your product marketing is not something that would be seen in something aimed at women exclusively or a general audience. Then why would you decide it was exactly what’s needed in promoting your ice cream product?

Apparently Klondike thinks so. They have a nationally televised spot where a husband has to listen to his wife describe her day in order to win a Klondike Bar. It’s played up to the hilt in a way you probably haven’t seen since Al Bundy trudged on-screen in Married With Children. (With a history that goes much farther back though.) I’ve seen this spot elicit a chuckle from some men and universal groans from women. Why would you alienate half or more of your potential customers? They’re not trying to say this is a niche product from the company just for men. It’s part of their overall and somewhat long running series of “What Would You Do For A Klondike Bar?” media spots. They are usually outrageous but bring about a smile at best. Merely an impression garnered so that when you actually see the product you’re hopefully more enticed to pick one up. For the company to actually get more than a cursory reaction to a spot is probably rare and of all the ones to have show up on people’s radar.

“Any publicity is good publicity” is not a reality any longer. (Just ask BP or Rupert Murdock.) While Klondike is hardly in any trouble, it’s enough of a tipping point to show a sales shift. Do you want to be the one to own up to having a treat enjoyed by a general audience passed by merely because your competition didn’t offend half the population? There are places you can be edgy or even sexist. Ice cream is not one of those places.

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