Aired April 30, 2014
Brand Advisor Tom Morton, winner of a Gold Effie for Dos Equis’ Most Interesting Man in the World campaign, joined Jerry Wind and Catharine Hays in the latest edition of Marketing Matters to discuss methods of overcoming consumer indifference. To Morton’s eyes, brands should not be attempting to convince consumers to devote themselves wholeheartedly to a product or brand; rather, brands can succeed via a “friendly nodding acquaintance” with a large number of light buyers. In unpacking the Most Interesting Man campaign, Morton pointed to the slogan “I don’t always drink beer, but when I do I prefer Dos Equis” as an example of an amusing low-pressure pitch that reached audiences in such a manner.
Snickers Global Brand Director Dan Burdett echoed these thoughts, and pointed to Snickers’ own “You’re Not You When You’re Hungry” campaign as taking a similar strategy of leading with broad-stroke emotion and evoking amusement. He also shared stories about adapting the campaign’s approach for various worldwide markets–“You’re Not You When You’re Hungry” currently runs in 80 countries around the world.
Finally, Alan Hallberg, Chief Marketing Officer of RF Micro Devices, spoke about rethinking marketing for his company, which manufactures components for smartphones and tablet computers. RFMD simplified the technical language in its campaigns and refined a message about “unwiring the world” that appealed to its employees as well as its potential customers. As Hallberg put it, “Engineers have emotions too.”
The Wharton Future of Advertising Program will air programs monthly on Marketing Matters, a weekly call-in show airing on Wednesdays from 5pm to 7pm on Sirius XM Channel 111, Business Radio powered by Wharton. The next edition of Marketing Matters featuring WFoA will address storytelling, and will air on Wednesday, May 14th from 5pm to 7pm. Programs will be rebroadcast throughout the month. Full channel information available here: http://businessradio.wharton.upenn.edu/
-Matt Wiegle, WFoA Program Assistant