As regular commercials start to bore consumers, brands are coming up with more creative ways in the TV and video realm to attract, retain, and entertain their audiences. We saw the rise of the ultra-man spokesperson with W+K's Old Spice campaign, "The Man Your Man Could Smell Like," and later brands like Dial for Men, Heineken, and others saw its success and released copycats. Dos Equis has experienced some success with its "Most Interesting Man in the World" spots, which also included a concert series that toured around the nation and had various circus acts, weird talents, and music. Online, the Dos Equis brand even ran a contest for who could be the next most interesting man.
Miracle Whip, the brand that is attempting to change the perception of mayonnaise, is taking a different approach. Miracle Whip is using the public service announcement method; they've recruited celebrities to champion the cause of Miracle Whip and fight back against its haters.
The mock-PSA campaign, "Keep an Open Mouth," is being led by Chicago's McGarryBowen shop. The PSAs, which are set to be released on YouTube, Facebook, and Twitter, are meant to tease the PSA model while still getting the point through that one should try it before jumping on the bandwagon.
Here's one of them, featuring Michael Ian Black:
Miracle Whip has been trying for quite a while to change its image. Last year, Miracle Whip launched the "Take a Side" campaign, where it interviewed people who loved and hated Miracle Whip. It produced videos that included names like James Carville and one of the guys from Jersey Shore. The brand also had a contest where couples (current and former) could post videos describing how the product made or broke the relationship for a chance to win $25,000.
It was then that Miracle Whip donned its newest tagline: "We're not for everyone."
Will this playful campaign work? It will be interesting to see. No doubt this campaign will raise some curiosity, and the brand may see a slight boost in sales for those people inquisitive enough to try it out. But we don't see it creating a sustainable growth line. Still, that's probably not the point. The point, it seems, is to get people to stop condemning it before they even try it. If Black is right and 25% of people have never had it, knocking down that percentage through this campaign could be looked at as a success.
So keep an open mouth, and we'll see how this newest campaign goes for Miracle Whip.