The Jolly Green Giant is back, and sexy!
Tom Dougherty, CEO – Stealing Share
4 January 2017
That’s one hunk of a man!
The Jolly Green Giant is back. Sort of, I guess.
The iconic character, dating back to the 60’s has been refreshed. Its also been dumbed down and apparently sexy?
“In the new ads, the giant, in all its sexy legs glory, actually blocks the message. The ad is more about the CGI giant than the product.”
In the new spots, the viewer sees the giant in a completely new way. He looks oafish and the object of cougar lusting.
Gone is the Green Giant of old. The old giant was a bit mysterious but was always doing something useful. It seemed to have purpose.
I don’t really understand why B&G foods, Green Giant’s parent, went this route. I don’t understand the strategy. The giant’s been gone awhile and has learned a few things? Did he lose his mind in the process? He looks like Alex Karras’ Mongo from Blazing Saddles but with legs he admires.
He doesn’t look like the kind of guy to think up veggie tater tots. The Green Giant of these spots looks like could he barely open a can of baked beans.
You did it if the strategy is meant to be dumb and sexy. The ads miss the mark, however, in building brand preference.
Creative should not be in control of the strategy. It should be the other way around.
Don’t get in the way of the strategy
Look back at the ad from the 60’s. Sure it’s a bit dragged out and dry by today’s standards. But the giant does not get in the way of the message. The Green Giant was not the message. The beans and corn were.
In the new ads, the giant, in all its sexy legs glory, actually blocks the message. The ad is more about the CGI giant than the product.
Consumers have the attention span of a goldfish today. Any shiny object will distract them. The shiny object can’t become more important than the product it’s supposed to be selling.
Green Giant, I think you have created a shiny object, but not an ad to build preference.
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