Had a thought while staring at the cereal options at my house this morning….
Why didn’t Lucky the Leprechaun ever take on Tony the Tiger? It would have easily rivaled the “Buy a Mac” campaign. And the carnage. Oh, the carnage. Tony’s snarling teeth reducing Lucky’s magic wand to splinters. Two cross-generational icons grappling for dominance as yellow stars, tainted milk and sugar-frosted fairy dust explode into a fiery morning mess. A carnivorous breakfast feast for the ages.
Then I grabbed my store brand cheerios and went about my morning.
Saw recently in the Daily Dog that Dockers is working on a big brand revitalization effort. It will kick off with a Super Bowl ad in February with an appeal to bargain hunters. Is this a good strategy?
On the one hand, yes. You gotta spend it to mend it. So go big. Get everybody all at once. And dockers is already getting mileage out of the Super Bowl. Think how much press and online chitty-chatter they’re going to get before the spot even airs. They’ve already shown that they can be current with a funky iPhone app (kudos to Razorfish and OMD), so hopefully we have some good creative lurking on the horizon.
…you can still stand for something bigger.
It’s amazing what a recession can do. Two years ago the venerable brand American Express was running a commercial featuring Beyonce and her “difficult” life, which included personal assistants, international travel and the disruption of turndown service in her plush hotel room suite.