February 16, 2012

Transparency, Authenticity & Brand Honesty…

From BP to Toyota, consumers have been through a lot in recent years and are demanding more from the companies that they patronize. They are no longer just sitting back and accepting what corporations are telling them about their products and practices.

Businesses are now expected to have a greater level of authenticity than ever before.

MIRACLE WHIP  

Miracle Whip launched their provocative “Are You Miracle Whip?” campaign which features both everyday people and celebrities sharing how much they LOVE or HATE their brand. Risky as it may seem, to showcase people in television ads stating how much they dislike your product, the humorous, tongue-in-cheek tone is appealing to many, especially in the age of social media where consumers love to take sides and share opinions.

Miracle Whip is hoping to get the attention of non-users, prompting them to give the product a try, and decide which side they stand on. The brand further drives home the honesty/transparency philosophy with their tagline that states, “We know we’re not for everyone”.

So, the question is–Are you Miracle Whip? I, personally, can’t stand the stuff! 

View the commercial here:

[jwplayer config="YouTube" mediaid="931"]

DOMINO’S

You’ve probably noticed that Domino’s launched a campaign which essentially bashes their previous product offering, sharing customer feedback that their pizza tastes like cardboard and their sauce, like ketchup. Domino’s then explains that they have responded to negative feedback by changing their recipes. The next phase in this campaign includes instant, real-time public display of customer reviews. Each review is mapped back to the employee who made the pizza and is broadcast on an electronic billboard in Times Square! It doesn’t get much more transparent than that.

View the commercial here:

[jwplayer config="YouTube" mediaid="942"]

authenticity, Domino's, hate, honesty, love, Miracle Whip, pizza