Well, at least that's what Scope seems to think. After Scope introduced it's new brand persona and packaging last November, I knew something was amiss. Why a brand that appeared hygienic and trustworthy would transform itself to look like a whimsical genie bottle is beyond me. OLD NEW
But, THIS. THIS, I just don't get. If Scope's launch of this product was intended to start buzz, then it has succeeded. But if their purpose was to start buzz and grow sales, then it has most definitely failed. I don't know about you, but I don't usually brush my teeth in the morning then chew a bunch of bacon to freshen my breath. Likewise, I don't think I'll be buying $6 bacon flavored mouthwash. Announcing the product so close to April 1st has drawn some skeptics. "Is this some sort of April Fools joke?" America, let's hope so.
It is important for companies to simplify what could be a complicating buying process for the consumer. When a heavily competitive industry attempts to advertise their particular product advantages, the company must first pinpoint the customers needs and wants. Once those needs are understood, companies should construct marketing campaigns that center around those specific demands. These campaigns should be simple, straightforward, and entertaining. This process is extraordinarily difficult and many companies fail to effectively implement successful campaigns. But, some seem to get it JUST RIGHT. Recently, AT&T has partnered with BBDO to create an ad campaign designed to simplify the very confusing process of choosing a cellular provider. Choosing a wireless phone service can be daunting. All companies seem to offer a wide array of products, packages, bundles, and services; customers typically choose providers based on recommendations from friends and family. In this case, AT&T hopes to capture consumers by simplifying the purchasing process. They hope that consumers will base their choice on some very astute, candid, and hysterical children. Take a look:
Funny, right? Not only are they funny the first time, they're funny the second and third as well. They're so funny, you'll start quoting them to your friends and then your friends will start quoting them. You'll unmute the TV during commercials just to watch them. And, that's where AT&T and BBDO have done it right! They've made commercials entertaining and informative and in addition, started WOM buzz! Way to go AT&T! Keep em coming.
