|When Your Brand Makes Broccoli Scary
By: Cindy Wendland
We lived without cable for a while, but since our move, we are back to service from AT&T Uverse. This means we get to see commercials again. One commercial we thought was fantastic. The next one just downright scared us. It was Ensure Active with live vegetables.
We think Ensure is a great product. It is very useful for people with cancer who are undergoing treatment and need to get nutrition. It is useful for people in other health situations where they cannot get the nutrition they need from regular eating and drinking. We have no issue with the product. We do, however, have issue with the commercial for Ensure Active High Protein.
If you haven’t seen it, it takes place in a refrigerator. One Ensure brand is introducing another Ensure brand to the items in the refrigerator to help them rearrange and get energized. The fruit and veggies in the fridge do not have much strength. The broccoli is hugging the ketchup bottle or choking it, not quite sure. The pear can’t move the milk container. The commercial was kind of strange and kind of scary-looking with the broccoli.
The commercial is meant to be light and fun and cute, we think. In our opinion, it ended up being strange and weird. We aren’t going to feed Ensure to our fruits and vegetables. We are going to feed it to people — members of our family. The commercial didn’t make a huge branding impact on us. It just made us scared to open the vegetable drawer in our fridge.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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