On the same morning, two different staff members came in and asked me if I'd seen the same ad – always a good indicator for a possible Ad of the Week. The ad that had caught their attention? Miracle Whip's "Take a Side" campaign. What makes these ads so different is that almost half the people in the ad are telling you what a horrible product it is. Not many brands are willing to acknowledge that people hate their brand – much less turn them into spokes people. That's what makes this ad so compelling.
Now the truth is, Miracle Whip isn't for everyone. Heck, mayonnaise isn't for everyone. Our chief marketing officer is know for truly hating (fearing?) two things: clowns and mayo. And even those who like mayo are probably divided on the Miracle Whip thing.
The ads are a great mix of regular people and minor celebrities all giving their take on Miracle Whip. So you have a guy saying it "tastes like disappointment… spreadable disappointment" followed by a guy saying it tastes like an "exotic lady is kissing you… but she's got a little bit of suger around her mouth." You have girls saying it's the greatest invention since toilet paper and someone else saying "it tastes like lotion, but sweet… and who wants a sweet lotions sandwich?" It ends with a guy saying "the secret ingredient? "Miracles" and then the supers ask if you're a Miracle Whip? Taste and decide.
Miracle Whip – Take a Side
All in all, it's a gutsy move and makes for an engaging spot. Like the product, some people will like the spot and some will hate it. Me? I like it.
Thanks to Kyle the Sr. Art Dude and Jen the social media strategy chick for the suggestion.
If you have a suggestion for Ad of the Week, simply let us know. Here. On twitter. On Facebook. Via email to info@yaffe.com. However you like.
Mike McClure - taking the I like Miracle Whip's ads side. How bout you?
Too sweet don”t like it – the hubby does thou
Like a sweet lotion sandwich? My daughter and wife love the stuff. I like it, but don’t use it much. Thanks for the comment, Kathy