Clark Bars started this campaign with the very attractive, foreign-speaking girls a little over a month ago, and we wanted to examine how effective the ads are. First, we have to realize what the primary goal of the ads are, and what is in it for the consumer.
Before that, though, have you even seen them? The ad below is the first one we saw; an Italian woman speaking to you on a swing.
First time we saw that, we didn't bother to care what she was saying. Who cares? A wonderful Italian girl pushing a chocolate bar — could this be any better?
After we reigned ourselves in, we started thinking about what point the ad was trying to make? And after we saw two more, a Russian and a French woman, our advertising curiosity took over, and we just had to look.
Clark was right about one thing — no guy really cared what they were saying. In fact, neither did Clark. On the website, AreYouClarkEnough.com, the candy bar company uploaded translated versions of the TV ads to see what kinds of ridiculous stuff these women were saying. Our Italian girl was speaking on tax codes. The Russian and French girls were also speaking of things that had nothing to do with the candy bar.
But here we found the goal: what the marketing world loves to call "customer activation." Clark wanted guys to get to the site, see the translated versions, and upload their picture through the "man test", where your pic could end up on the hall of fame or hall of shame. Based on the pics, and the more facial hair one has, the better the shot for the hall of fame.
But is it working? Perhaps Clark underestimated how little a man cares when they watch a beautiful woman talk about what they don't understand. To tell you the truth, we were perfectly content watching our Italian speak to us again and again, and if we didn't cover advertising on a daily basis, who knows if we would have bothered visiting the site.
While we are writing this, we had to watch the video again to double-check the site was even shown.
Clark is playing with fire; yes, getting attractive women who speak a different language will get attention. But there still needs to be a stronger call to action other than "see what she is saying," because seeing a lady with a chocolate bar isn't going to drive many folks to the site.
We could be wrong, but with the four vids not even exceeding 70,000 views on YouTube (compared to What Does the Fox Say's 141 million views), we don't think we are.
But at only a month in, it may be way too soon to call. Perhaps it will roll out more activities and points for the male consumer they want to interact.
Sei Tu abbastanza?
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.