The idea of weird and wonderful

Posted on February 1, 2009 by Ola Persson

 

Something that sometimes crosses my mind, tries to get a hold and then tumbles away again is if advertising always needs to make sense. In my opinion it doesn’t have to. But then, is that because the freedom to not make sense opens up more crazy creative and fun options or does no sense at all actually make sense?

Paul Isakson has put together an interesting post on the subject.

The bottom line (my analysis) is that providing fans with entertainment and something worth talking about goes a long way. Which makes even more sense if you consider the following.

The thought is, when it comes to actual items we consume – food, candy, tobacco, alcohol, etc. – it doesn’t really matter too much what kind of message we see or hear, positive or negative. All that matters is that we notice it and it lodges in our brain. (With the exception of bacterial/viral/poisoning outbreaks I suppose.)

Read Paul Isaksons post here has some worthwhile links in it as well.

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    "The thought is, when it comes to actual items we consume – food, candy, tobacco, alcohol, etc. – it doesn’t really matter too much what kind of message we see or hear, positive or negative. All that matters is that we notice it and it lodges in our brain."

    I agree with Paul to some extent... but i think this formulation out of context is dangerous.

    First, you don't consume alcohol and basic foods the same way. Ever heard of high/low engagement products? And tobacco is a drug, with highly restricted advertising possibilities in most countries.

    What Paul writes about is the consumer as addicted to the product category, be it sugar, nicotine, alcohol or carbohydrates. And yes, reminding an addict that the product is available will make him want to buy it.

    What i mean is: negative advertising messages about tobacco or alcohol DO turn me off. Showing a kid with rotten teeth will make me think twice before i buy candybars. If my favourite Cognac brand started using the fact that it was voted best-booze-ever by SS officers during WW2, i WOULD have serious doubts about the implications this would have on the brand's image and its epicurian-icon status.
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    If a Cognac brand was voted the best by the SS officers, that would fall under "(With the exception of bacterial/viral/poisoning outbreaks I suppose.)" in my opinion.

    I think what paul is getting at is that if people buys candybars (for example) every now and then, without any real preference of which one. Then doing something that can be considered "weird and wonderful" is a perfectly valid strategy. So if we instead of saying "these candybars tastes better than our competition" just do something wildly strange (that doesn't have to make much sense) that gets talked about, or at the very least leaves a bit longer lasting impression. A much more interesting take on things.

    Kinda goes into the "creating pop culture" idea I guess.
 

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