“Are You Miracle Whip?” I might be now.
Tom Dougherty, CEO – Stealing Share
28 February 2011
New Miracle Whip hits belief head on
It’s rare that I’d applaud the marketing of one of the large house of brands in consumer goods. Having done work for Proctor & Gamble, I know they usually market product benefits – taste or effectiveness, depending on the product – and take market leadership by greatly outspending the competition.
But I’ve got to hand it to Kraft and its new advertising campaign, “Are You Miracle Whip?” The campaign features a mixture of real people and celebrities (such as James Carville and one of the cast members of Jersey Shore) saying whether they hate or love Miracle Whip.
“The trick is that about half of them say they hate Miracle Whip, which is hitting what we all know about the brand head on: You either hate it or you love it.”
The trick is that about half of them say they hate Miracle Whip, which is hitting what we all know about the brand head on: You either hate it or you love it. (I’m a hater.) That issue has always been lurking in the background with that brand and now Kraft has brought it to the forefront.
The reason it works is because the ads are not about the product but about you, the consumer. Readers of this blog know that has been one of the mantras here at Stealing Share. Product benefits don’t move the needle, which is why some of the most successful brands (Apple, Nike, etc.) never market product benefits. Being able to see yourself in the brand increases market share because it’s about you and how can you deny yourself?
Think of it this way: Even if you hate Miracle Whip, you see yourself in the brand in the same aspirational way that those who love it do. Your choice has been affirmed and the other choice doesn’t look so bad either. Even I might give Miracle Whip another shot.
UCLA basketball thieves Tom Dougherty, CEO - Stealing Share 16 November 2017 UCLA basketball brand as it stands now The UCLA basketball brand suffers a major wound. It has been many years since NCAA basketball fans talked about the BRAND of UCLA basketball. The heyday...
Daniel Lanois Tom Dougherty, CEO - Stealing Share 14 November 2017 Daniel Lanois, best record producer you've never heard of When listening to music, you often keep listening to your latest obsession. My latest? Bob Dylan’s genius producer, Daniel Lanois. So much so...
Airline seating Tom Dougherty, CEO - Stealing Share 13 November 2017 Airline seating tightening with no recourse Airline seating is worsening and there’s nothing you can do about it. Yes, the airlines have us in a headlock and we’re all basically powerless to do...