The Re-Branding of America: Memorial Day 2009

re:brand

So, apparently we’re in a recession (I don’t know personally, but  can only deduce from what I’ve overheard at Starbuck’s and seen on Trending Topics). People don’t generally buy up a whole bunch of stuff in this kind of economic climate. But it’s summer and that means if people are going to spend, they’re going to spend on food — per usual — of the cookout persuasion. Looking at some ads though, it looks like logic isn’t enough to sell even the basics anymore. While advertising is far from bar-none ethics and honesty, sometimes a lie is just a lie. I’m not naive but I had to call foul on these two ads — just in time for your Memorial Day get togethers

First: Sprite.

1.) Sprite, before a basketball game … when was the last time that worked to anyone’s advantage — when was the first time that worked to anyone’s advantage? 2.) The magic blacktop/swimming pool situation … for me, that red flags the possible threat of heat stroke and hallucinations when drinking Sprite during a heat wave; for most kids, that means a lot of band-aids and boo-boos — it’s a blacktop, not a Moonbounce, Sprite.

Next: Miracle Whip ftw.

mwtonedown

Oh no, hide the kids. As if Miracle Whip brand *gulp* mayonnaise wasn’t already controversial enough they just warned you: they will not tone it down.

Their new Anthem ad campaign features a full-blown social media blitz, complete with a social networking site: Zingr. I must admit, the campaign is thorough and commendable, but seriously … it’s mayonnaise.

If the slogan didn’t (Miracle) whip you into shape, the commercial will definitely solidify Miracle Whip as the craziest, most counterculture condiment on the shelves.

Watch this space: Sprite has always been researching, rebranding, and recycling the youth — especially hip-hop — culture; “Obey your thirst” was ambient background noise through most of my teen years. Miracle Whip though … mayonnaise is selling itself as everything but what it is. Ads aim to build brand loyalty by cultivating a consumer culture around their product’s image. Mayo is the foundation of American dishes. It’s supposed to be basic and simple, but basic doesn’t work even if it’s authentic. Companies get real when it comes to their money; what does Kraft really think of our generation? Judging by their new campaign, Kraft knows that to appeal to us: just be everything you aren’t  — we’re the counterfeit culture that “won’t tone it down.”

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It’s. Mayonnaise.

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