Thursday, July 24, 2014

Follow Up: "First Kiss" Video Gets Undressed


It's interesting that "Undress Me," which is the follow up video to the YouTube sensation, First Kiss,  is promoting a different product.  Whereas "First Kiss" was produced for Wren, a women's clothing brand, "Undress Me" is promoting Showtime series, Masters of Sex.

After "First Kiss" went viral, I debated the value of a barely-commercialized commercial even though it was watched over 80 million times and counting.  However, "Undress Me" puts this debate to rest.  The fact that the content is an extension of (or perhaps completely mimics) the original yet the producing brand is an interchangeable part is hard evidence that the talent of the filmmaker is what's actually on sale.

As always, thank you for reading and for sharing.   

Sunday, July 13, 2014

Happy Branding From Happy Belly

I stumbled across this photo while facestalking a new cafe that's opening up near the office building I work in.  The name of the cafe is Happy Belly on Vine, which is a fitting name because it's positioning itself as a healthy food cafe.

The sign in the photo is notable because of how it supports Happy Belly's marketing position.  They just posted a list all the ingredients in their kitchen; a remarkably simple, low-cost maneuver that will be very effective in positioning "healthy" in the customer's mind.

Of course, it sure helps that consumers can pronounce everything on the list.

As always, thank you for reading and sharing.

Monday, July 7, 2014

Why Adam Richman Promoting Wal-Mart Is A Big Fat Lie

Adam Richman made his fortune pandering to America's most gluttonous sensibilities as the former television host of Man vs. Food.  The gig put Richman on the map as America's most benevolent  wannabe carnivore and subsequently a leading protagonist of our irresponsibly indulgent culture.

Richman spun off his work as America's most beloved binge eater into a job endorsing questionable food choices from Wal-Mart, disguised under the cloak of summer grilling tips courtesy of America's largest retailer.  In this paradoxical ad, a noticeably slimmer Richman uses his "burger lover" credentials to sell the public some of the artery-filling red meat he's clearly been cutting back on.   

For Richman, promoting the crap that he chooses to no longer stuff down his face is basically a bunch of bull.  He makes no secret of how proud he is of his new slimmer self during a now infamous, ego stroking Instagram post about having take in his suit a little.  Yet, Richman doesn't mind cashing the checks he's earned from shilling the stuff that made him fat in the first place to others.

It's without question that his responses to peoples during his rant were, at best, crude and distasteful.  Eventually, they will be forgiven.  But Adam Richman was the wrong choice before his ugly Instagram rant. It's similar to having Jared Fogel sell pies for Pizza Hut; a blatant farce in the faces of the consumers.    

As always, thanks for reading and sharing.            

Tuesday, July 1, 2014

The Taco Bell Documentary Should Probably Be About Solving Late Night Cravings Quickly And For Only Little Money

The words "Taco Bell" and "documentary" in the same sentence might cause a reader to have a knee jerk reaction and assume that the fast feeder was creating their own version of Chipotle's popular "Farmed and Dangerous" documentary.  I did - after all, the Bell's Cantina Bowls don't exactly pass for an original.  However, it's safe to say that Taco Bell's "Voices of VidCon" documentary won't be mistaken for a sequel of Chipotle's effort.

According to Adweek, "the documentary follows the VidCon journey of several YouTube content creators, including online star Bethany Mota and up-and-comer So Sonia, a singer named Sonia Eryka from Jakarta who wants to make it big in the scene. Eryka was discovered after the fast food chain made a call out on Twitter for a YouTuber who would be interested in sharing his or her story."

How does the VidCon relate to Taco Bell brand in a meaningfully way? Basically, it doesn't.  The connecting formula is that young people watch a lot of YouTube and Taco Bell feeds a lot of young people.  But it's difficult to see how Taco Bell bridges the gap between young people and its brand pillars. 

Contrary to Taco Bell, Chipotle's documentary was completely on-brand, as it was produced to educated consumers about farming and food sourcing, a huge point of pride for the company. 

Tressie Lieberman, Taco Bell's director of digital marketing and social platforms, explained that the brand's social strategy "is to be the friend. We want to connect to our audience in a way that relates to them."

Unfortunately, that's only doing half the job.  "Voices of VidCon" fails to connect the audience to the brand.  This problem is typical for "content" marketing strategies.  In order to make themselves interesting, watchable, believable, relevant, personable or perhaps all of the above, most brands are putting on costumes and pretending to be something that day.   

As always, thank you for reading and your feedback.