 Wednesday the Wall Street Journal reported that Chunky Soup ceased its ad campaign involving the mothers of NFL players. Interestingly, the company put a whole lot of effort into this decision.
The fieldwork showed that customers were ready for a more empowering message than the one sent by images of grown men heeding the call of their mothers.
"LaDainian Tomlinson doesn't need his mom to tell him which products have protein and which products don't," said Douglas Brand, brand manager for Chunky soup. "He's learned that for himself, and we've learned our consumers want to do that for themselves as well."
The fieldwork showed that customers were ready for a more empowering message than the one sent by images of grown men heeding the call of their mothers.
Truthfully, I had no idea that selling canned soup was such a detail-oriented, painstaking procedure, but I don't work in the business so what the hell do I know. Seriously though, let's review each of those blocked quotes.
Customers were ready for a more empowering message than the one sent by images of grown men heeding the call of their mothers.
Really? As someone who occasionally purchases a can of Chunky Soup, I usually rely on two things: cold weather and something cheap that will fill me up.
"LaDainian Tomlinson doesn't need his mom to tell him which products have protein and which products don't. He's learned that for himself, and we've learned our  consumers want to do that for themselves as well."
Call me a cynic or whatever, but when I'm looking for an item with "protein", canned soup isn't atop the list of food items. Also, I don't have any family or friends (that I know of, anyway) who watch a light-hearted 30 second spot for Chunky Soup involving Donovan and Mrs. McNabb who think to themselves, "You know what? I can think for myself. I don't need my mother to recommend what to eat. Clearly, these Chunky Soup people are uber-dependant and don't deserve my hard-earned money."
If any of you fit into the "my friends" or "my family" category and think that, please take the preceding insight as an insult.
The fieldwork showed that customers were ready for a more empowering message than the one sent by images of grown men heeding the call of their mothers.
My lord; "empowering message"? This is soup ... canned soup. After reading this article, I'm of the belief that Chunky Soup is running for political office.
Unrelated to this story outside of the fact that it entails "sports advertising", I stumbled onto this Internet ad which I found unintentionally hilarious.
There's something great about Krzyzewski imploring that I never stop moving, especially if I can get a good hip or knee from Duke's Messiah. Thanks, Mike. |