Two Sides of the Coin: Branding Reality Check

Kraft Cheese adsI love watching TV – movies, sports, sitcoms, drama and even shows like American Pickers. I even like watching commercials! So the other day I saw 2 big brand ads that caught my attention – one for Kraft Cheese  and the other for Volkswagen – but for different reasons.

I know this is only one person’s opinion, but I think the Kraft Cheese spot  is one of the best ones I’ve seen in a long time! Catchy tune, terrific mix of lifestyle video, intermingled seamlessly with product usage/preparation, that overall made me smile. It made me feel good about the product, showed it as adding fun to normal life, demonstrated versatility, and was clearly memorable as a Kraft Cheese ad. And it paid off their “Make Something Amazing” thematic in spades.

Now, the Volkswagen spot also caught my attention, but in a different way. Also catchy and visually interesting, as all one sees are different people laughing uncontrollably. I couldn’t help but ask myself, “I wonder what this is a commercial for? Something that makes me laugh?” But at the end, when the brand logo is revealed, I let out a big “Huh?” Why does that even remotely make me more interested, let alone wanting to buy, a Volkswagen? Maybe “It’s not the miles, it’s how you live them” needs a little more explanation (which is handled on their site http://why.vw.com/) If I weren’t in the business, and exposed to trade articles trying to explain the campaign (not too clearly, I might add), I would never make the connection.

Nice job Kraft – I’ll surely be buying some Kraft Cheese products sometime soon.

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