“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.”

 

miracle whipThe 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.

See more posts in the following related categories: Kraft Miracle Whip

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

The reasons why Whole Foods 365 died

  Whole Foods 365   Tom Dougherty, CEO - Stealing Share 15 January 2019 The reasons why Whole Foods 365 died If nothing else, you have to give it up to Whole Foods for seeing its mistake and not making it worse. The grocery chain announces it's discontinuing Whole...

Retail market changes are akin to climate change

  Retail market changes   Tom Dougherty, CEO - Stealing Share 6 December 2018 Retail market changes are akin to climate change Are you paying attention to the many retail market changes? I am. Some fundamental changes are afoot. I believe the days of large generalized...

Share This