Cleverness in advertising stinks: Prevagen
Tom Dougherty, CEO – Stealing Share
17 August 2017
Prevagen gets stupid
Prevagen. The perfect example of brand masturbation.
First, consider this. The best and most successful brands avoid double entendre and cliché. Why? Because both tricks make the prospect self-conscious. Rather than making prospects celebrate the cleverness of the copywriter, these tricks simply reek of Madison Avenue selling.
“Jellyfish is the least of this brand’s problems. A lack of sophistication and stupid communication tricks will help us all forget this pill. These are as fatal as the idea that it does not work.”
Prevagen doesn’t work
This is not even Prevagen’s biggest issue (Read about the law suit claiming that Prevagen is a hoax here). The biggest issue is a brand team that does not understand that selling is most effective when the target does not see it as SELLING.
Look at the commercial itself.
I have no idea why Jellyfish matters
My hope is that the Prevagen brand managers did this right. But I don’t know why hearing that it came from jellyfish matters a jot. Those of us who swim and scuba dive know that jellyfish are mindless creatures.
They float with the currents and troll long tentacles in hopes of stinging prey. These are not exactly the brain surgeons of the fish kingdom.
Hopefully, the idea of Prevagen’s jellyfish is a quirky means of remembering the ad. It certainly adds no credibility to the product intellectually. Emotionally? I have no clue. Perhaps there is a sub-group of Americans who honor the jellyfish as the god of wisdom, learning and memory.
Prevagen breaks branding rules
Branding rule 1—Be believable not clever.
I get it. The marketers of Prevagen want those of us who need to bolster their memories to remember the brand name. Without awareness, products are HARD to purchase. But double entendre?
Prevagen. The name to remember.
How clever. A copywriter could not help themselves. The double entendre crossed their minds (it is always the first thought) and the client loved it. You get it. The name to remember when you want to remember. This brand belongs on the Stealing Share brand shit list.
This brand devlopment is a shameful example of shoddy sleight of hand. Jellyfish. Cliché. Double entendre. And, disclaimers.
Typical of most pharmaceutical advertising. But pharma is regulated. And some of the crap comes with the territory. Supplements are free to mislead as they please.
Don’t worry about Prevagen
No need to try rebranding Prevagen. It will fail to live up to the high expectations of jellyfish enthusiasts. And we will forget all about it soon enough.
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