Large companies aren’t the only one these days with dumb-ass advertising campaigns….
Take the latest print ads from Widmer Hefeweizen of Portland, Oregon for example.
What differentiates this beer from the competitors is not the complicated brewing process, the rich taste, the aroma, the golden color, the cold temperature, or even the finest ingredients. You should drink their product instead because it doesn’t have a #@$& wet kitten in it.
Who the hell was the genius who came up with this shit. I think they need to stop sampling the product and figure out what it is that makes it a superior beer instead of allowing a designer with a few Adobe Photoshop skills the freedom to superimpose a few collages together.
To checkout the entire campaign
Widmer Ad Campaign
Amazing, isn’t it? And I’d bet a million the agency sold itself to this client on the grounds that they could deliver “breakthrough creative.”
I think they were going for funny, quirky, and memorable. Frankly, it worked.
I live in Portland, and there are a LOT of choices for very, very good microbrews. Hmmmmm. It is hard to differentiate based on taste, etc. It really is hard.
So they punted. I understand your point but, being here in the heart of microbrew country, I understand why they are doing their seemingly bizaar campaigns.
In fact, I may order a Widmer my next time out — merely because I am thinking about it and not the other hundred excellent beers sold in the NorthWest market.
I have to agree with Neil. I think the ads’ sarcastic humour is attempting to create a connection between the brand the audience’s idea of going out and having a good time (which I’m assuming includes sarcastic humour).
The concept might also create some word of mouth within. If I’m at a bar with a friend, and I order a Widmer Hefeweizen, and my friend gives me a puzzled look, I can say “Because other hefeweizens might have wet kittens in them.”
Yes the ads are memorable, but at the expense of confusing the consumer. I know there is meaning to the ads that have to do with the brewing pocess and flavor, but anyone can shock you into looking at their brand with a “quirky” picture. I would just look for more from my ad agency.
Long or Short-Term Recognition
On a positive note: Judging from the responses, I think the “Ad” has made its point: You are spreading the word…kitten or no kitten.
The down side: will we remember the ad for the kitten and eventually forget the name of the beer? Example: “Where’s The Beef” slogan. I can’t remember if it was McD’s, Burger King or Carl’s Junior. But I do remember the slogan. At the time of the ad on TV I remembered the WHO behind the slogan. So what does this mean? I think the AD was meant to have been a SHORT TERM AD, and as such, at that time, it did the job it was meant to do.
The real issue here is what’s more important: the slogan, the visuals (the Kitten) or the PRODUCT? And last but not least: what do you want the consumer audience to remember?
The responsibility is MUTUAL, as both Ad Agency and the business need to be clear on what it is the business ad wishes to convey and ultimately be identify with.
glk