About five million dollars. That’s the cost for one of this year’s 30-second Super Bowl ads.
For most of us who lead challenger brands, that kind of outlay simply isn’t in the realm of possibility. As underdogs, we’re used to doing more with less.
The Super Bowl – and, in particular, the hype surrounding its ads – is perhaps the greatest example in business of flawed thinking on a grand scale. Though attention is heightened during the big game, viewers are primarily looking to be entertained. (This is how we get a Bud Light ad with “caucus” jokes. Oof, you are so ribald!)
Of course, ads that entertain don’t necessarily sell. And challenger brands know that it’s all about selling.
to thisWhile visiting Northeastern Ohio over the holidays, I came across cans of Bud Light that were customized in Cleveland Browns colors. The cans featured the following slogan:
“The Perfect Beer for Being Dawg Pound Proud”
(For those that may not know, the Dawg Pound is the nickname for the bleacher seats behind the east end zone of FirstEnergy Stadium, where the most fervent Browns fans congregate.)
My first reaction to this slogan was that it couldn’t have been written by anyone familiar with the team. I’ve been a Browns fan all my life, and “proud” is not a word we’re using these days. “Justifiably outraged” is more like it; the Browns have just one winning season in the last 13, and have lost 18 of their last 21 games.
The world is crawling with bad branding practices. They lurch stupidly across the countryside, inciting consumer cynicism, bombarding the citizenry with meaningless messages, wasting scarce dollars and even scarcer time.
For the most part, these misguided marketing moves are created and perpetuated by people paid handsomely for what they do. But what were they thinking? What was on the minds behind such products as Oil-Free Oil of Olay, Low-Salt Mr. Salty Pretzels and Rust-Oleum for Wood?