9.24.09:: I am all for brand banner statements. I find these professions of faith empowering. However, I get a little uneasy when it has to deal with a condiment. Take in exhibit A:
This proclamation speaks to the product feature and ties in the audience. Day 1 stuff of any creative assignment, really. Now, may I present Exhibit B:
Same thing, right? Nope. Ask yourself what is more believable– the condiment with attitude or a movement of Americans who wear the standard in rebel fashion? Obviously, the latter. And this is just for one reason: Levi’s has a brand that can do this. They can actually have people take up their banner. Take a visit to both their campaign websites (Go Forth and Zinger) and this messaging becomes more apparent. Levi’s communication is something that people can join. They not only ask for photo submissions, but actually have visitors engage in ‘expeditions’ and writing assignments about the brand and its’ mantra. Miracle Whip’s messaging is merely entertainment, as they just ask you to ‘zing’ the web.
Please don’t think I am claiming that Miracle Whip and Kraft have no idea what they are doing. They are simply living the limitation of their product, and doing the best job they can at it. However, when you create a piece of communication that proclaims the beliefs of your brand and its’ fans, remember an authentic message people can join in on will always be more successful. If you don’t believe me, here’s the number of Facebook friends each effort has:
Miracle Whip: 18,607
And that’s the skinny.