There’s a new Hellmann’s Mayo radio spot out now which breaks a key branding rule. The ad promotes a number of new mayo flavors yet the creative talks about Mayo Haters. The introduction of the new flavors is a means to turn Mayo Haters around. As a father who taught his young kids never to say the word “hate,” explaining it’s the ugliest word in the world, I’m not a fan. I know haters is a new member of the American lexicon but as the center of a new advertising idea, it’s a branding fail.
Many years ago, we undertook some quantitative print ad testing for AT&T. In one of the ads a person was doing something dangerous. Standing too close to a cliff. The ad tested poorly. It seems danger is off-putting to consumers. I therefore suggest negative imagery, and negativity is not a good selling scheme. Once a colleague told me P&G would never allow their products to be filmed thrown into the garbage. Even when the product was used up. Bad Ju Ju.
I’m no prude but I do subscribe to the idea that negativity sends a conscious and subconscious message to consumers that’s not brand-positive. This ain’t no disco and it isn’t Never Never land but good branding is about establishing positive associations. Focusing on negatives is not brand-productive.
Peace.
