Archive for the 'Funny' Category

06
Jan
14

Kmart’s Holiday Ad: Below the Belt or Missed the Boat?

Thanks to Jordan McNamara for contributing this article to The Side Note.

In a 2012 article, Advertising Age discussed Kmart’s shrinking presence in the low-cost retail field (http://bit.ly/1gc3yWF). Annual sales were down, causing Ad Age to suggest the brand had lost relevance with discount shoppers. In the realm of discount stores, Wal-Mart dominates the low-price segment and Target holds the throne for hip, so where does this leave Kmart?

Over the holidays, Kmart and parent company Sears Holdings Corp. (http://www.searsholdings.com) made a big jingle in the viral world with the release of the holiday “Show Your Joe” commercial.

Show Your Joe

Following last year’s “Ship My Pants” spot and “Big Gas Savings,” all created by agency DraftFCB, this indicates a major brand shift for the retail chain. Kmart’s Facebook page received many complaints from angry viewers, calling the ad “disgusting and not fit for family consumption” and “inappropriate for kids!!!” (https://www.facebook.com/kmart). Many customers also accused Kmart of sacrificing family values and decency in exchange for cheap laughs.
Departure from their traditional ‘baby boomer’ demographic in pursuit of younger shoppers may be exactly Kmart’s intention. According to a Forbes article from last February, Kmart is focusing on improving sales within the 18-34 year old group (http://onforb.es/1gc32bp).

However, Time reported humor is not an effective tactic for converting sales (http://ti.me/1cTMyET). Although funny spots succeed at being memorable for consumers, they do not distinguish why the brand is better or what problem the product solves. “Ship my Pants” and “Big Gas Savings” have more than 30 million views combined views on YouTube, but Forbes reported 3rd quarter sales for Kmart were still down (http://onforb.es/1cTN7hT).

The Joe Boxer commercial may be the perfect example of funny, but ineffective. With more than 17 million views on YouTube, the ad has unquestionably garnered attention. However, the spot highlights only one product line available in Kmart stores rather than the Kmart brand as a whole. Plus, it lacks differentiation—what about these specific boxers make them so great? Why are they better than others? Why should I shop at Kmart for underwear? The ad does not answer any of these questions to make the brand or product relatable to the consumer. Both earlier ads by DraftFCB mentioned above do speak to benefits Kmart offers its customers, but the most effective ads connect with consumers on a deeper, emotional level.

Due to holiday shopping, fourth quarter sales can account for as much as 40 percent of annual sales for retailers (http://bit.ly/1hrxzFG). With that in mind, Kmart needed a stellar season to climb out of the hole after six years of continually declining sales (http://aol.it/19XT3oU). Numbers for 2013’s fourth quarter have not been released yet, but if third quarter sales are any indication, this ad will not be enough to sway shoppers away from other discount stores.

Kmart may have some big…er, bells, but that might not have been enough to fulfill this retailer’s Christmas wishes.

Do you shop at Kmart? Tell us what you think of the Joe Boxer ad here. Is your brand in need of an overhaul? The Weise team can identify problem areas and create a strategy to give your brand a boost in our Navigator session. Contact us. 

08
Aug
13

Social Media Marketing: American Eagle’s Skinny Skinny Jeans Touches Millennials

Thanks to Twitter and Facebook, brand engagement is at an all time high.  Some brands have dormant accounts, rarely posting anything, while others have been able to turn their brands into personal, interactive and dynamic engagement tools.  The latter has been able to increase revenues and sales, while also building a positive brand image.  These lively accounts also provide a unique opportunity for followers, giving them exclusive information on the company, sales promotions and contests, as well as first looks at new products on the horizon.skinny-skinny-jeans

American Eagle Outfitters, a clothing store for the millennial market, was able to leverage their social media followers into customers when they brilliantly pulled off a hip, funny April Fools practical joke.  On April 1st, American Eagle made the announcement that they were producing the next big thing in fashion; spray on skinny jeans.  The “skinny skinny” jeans came in a spray can, and were going to be the tightest jeans in the market, following the trend in the millennial fashion world of skinny pant-cuts.  American Eagle produced photos of models, male and female, sporting the new jeans, as well as videos of the jeans in action.  The lighthearted joke received significant press coverage, increasing their exposure, and was a great success to their established brand image of a hip, young company with a fun side.

old_spice_internetOther brands, like Old Spice, have also been able to turn their brands into exciting sources of brand engagement.  Old Spice used their famous “Smell Like A Man” campaign model, Isaiah Mustafa, for an interactive Q&A with Twitter followers.  Followers would tweet their questions, and within minutes would receive a YouTube video response from Isaiah Mustafa and the Old Spice team.  Old Spice’s interactive accounts have made them the leader in body wash and deodorant sales.

It is clear that when used for its purpose, social media networks of brands can produce increased revenue and brand perception.  Social media is able to bring brands closer to their consumers and reinforce a continued brand experience.

What do you think of American Eagle’s April Fool’s gag?  Was it a positive use of brand engagement like Old Spice’s?  Let us know in the comments section, as well as on Twitter at @weise_ideas and Facebook!

21
Nov
12

Weise’s List of Thanks

Thanksgiving has come around once again, and we want to voice what it is that the people here at Weise are giving their thanks to this year. The holidays always remind us of how fortunate and blessed we are within our own lives. Along with the gift of health and happiness, which we each appreciate deeply, we want to personally express our thanks to our clients who have put their faith in our ability to execute their marketing programs.

That being said, we thought we would also express our thanks for the other, perhaps overlooked, abundances within our office. Along with health, happiness and our honorable clients, here are a few things the Weise team is thankful for:

1. Hilarity

If working in the marketing and advertising world has taught us anything, it is the power of having a sense of humor. Thank you to everyone at Weise for knowing when it is time to laugh at ourselves, at each others’ jokes (whether funny or not) and at our frustrations. Laughter is contagious, and we are thankful we have caught it.

2. Humility

One of the best things about our office is the lack of rank. We are an integrated agency and everyone’s opinions and ideas are heard and appreciated. Sure, we win awards every now and again with one of our brilliant concepts, but for the most part egos aren’t part of our vocabulary. Thank you everyone at Weise for playing nice in the Weise sandbox.

3. Hip-ness

Yeah, we are a hip crew. Thank you everyone at Weise for keeping up with the times and using that know-how to bring the newest and coolest ideas with you to work everyday. Yes, we even know how to gangnam style.

4. Hump Day

Because who isn’t thankful for Hump Day. Wednesday means we survived the harder half of the week! Thank you everyone at Weise for making work an enjoyable place, but lets be real, everyone loves the weekend and ski season is just around the corner.

5. Hacky Sack

Not yet an acquired skill, but we think it’s a great invention. Thank you everyone at Weise for one day playing a killer game of office hacky sack.

Happy Thanksgiving!!! We hope your day of thanks fills your soul and your belly! What is it that you are thankful for? Share with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.

30
Oct
09

What Halloween has taught marketer’s about false advertising.

Halloween is tomorrow, and if you’re in Denver you may not be looking forward to a long night trudging through the snow. Cheer up! Weise has cooked up something special for you on the side. The video below focuses on the dangers of false advertising and what they can do to your brand – with a Halloween spin to it, of course.

As you have just learned, eventually a customer might punch you in the face. Keep it honest guys. Have a safe and enjoyable Halloween with your families.

14
May
09

stealing market share?

Increasing your company’s market share usually consists of tough, get-your-hands-dirty marketing strategy that includes product, pricing and promotional changes. However, every once in a while, a competitor drops an opportunity in your lap.

Post currently finds itself in the aforementioned position with its Shredded Wheat Brand and is taking advantage of the opportunity to steal market share from Kellogg’s. For those of you who are new to The Side Note, we reported in April on Kellogg’s run-in with the FTC for their Frosted Mini-Wheats advertising claims.

Those at Post acted quickly and are drawing attention to Shredded Wheat’s unchanged recipe. I was surprised to learn that Shredded Wheat has been made the same way since 1892. I think this is a good attempt at comforting any mothers who may have concerns about a cereal that is similar to Kellogg’s version of Frosted Mini-Wheats.

Post has accompanied the new print advertisements with a Web site- ThePalaceOfLight.com – which pokes fun at being “anti-progress.” This is a very good use of digital media. I like that Post is mixing in facts with humor. My favorite video is the “Speech On Progess.” (Below)

The ability of Post to respond quickly and strike while the iron is hot, further demonstrates the importance of knowing your competitive landscape and creating an appropriate angle to promote your product.

23
Feb
09

PHONE ADS RAISE THE BAR

T-Mobile and Boost Mobile have found a way to make their ads stand out in an oversaturated market. We thought we’d kick off the week with their refreshing bits of humor. Enjoy.

27
Jan
09

Cadbury Does It Again, And This Time It’s OK

I am going to get booed here, I know it, but I was never a fan of the Cadbury gorilla playing Phil Collins. It was just too much for me. Creepy in a way. Maybe it stirred some long forgotten and disturbing memory deep within me (one I hope stays forgotten).

And even though I feel I should be equally disturbed by it, I am 100% for their latest ad. Check it out.




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