The average consumer is used to hearing commercial testimonials about how great a product is: “ProActive got rid of my acne in less than a week!”
However, Miracle Whip triumphs many other advertisers by taking a completely different approach and doing the unthinkable: criticizing their own product. Having just launched a new viral campaign this week, Miracle Whip’s commercials use testaments from “haters” and “lovers” of the brand including the likes of D-list celebrity Pauly D from Jersey Shore. In the commercial, Pauly D says “I hate Miracle Whip. Like, I hate Miracle Whip so much that if I had a girlfriend that liked Miracle Whip, it’s a deal breaker.”
Source www.youtube.com
Although this is a risky move for Kraft, as the campaign could provoke more negative attention then wanted, I think this is an innovative way to market a product. This isn’t the first time Miracle Whip has stirred up discussion. A few years ago, on the Colbert Report, even Steven Colbert picked up on the Miracle Whip craze by mocking Kraft’s campaign. The fact that a sandwich spread can cause so much conversation proves this is an effective marketing campaign.
Source: http://bargainbriana.com/1-miracle-whip-printable-coupon/
Miracle Whip has positioned itself as a tangy, exotic spread that “isn’t mayo and isn’t for everyone.” The campaign aims to attract new consumers using their current product, a strategy we all know as “market development”. I think that Kraft’s current campaign strongly positions themselves in a consumer’s mind as a bold product, and it compels non-users to try Miracle Whip.
Personally, when it comes to Miracle Whip, I’m a hater of the product, but a lover of the campaign.
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