Friday, October 21, 2016

Will Excedrin's debate tweets increase sales?

According to AdWeek, Excedrin won the final presidential debate with their #DebateHeadache sponsored Twitter tweets. 

The first one, which went live at 3 am, said: "The possibility of a #DebateHeadache is high.  Be prepared with Excedrin (R)."  The visual was a photo of the product with the line: "64% of Americans say avoiding headaches is impossible during a presidential election."  You can view all six tweets here...

By the time Wednesday ended, Excedrin had 46,000 Twitter mentions, representing a 3,100% increase versus the previous day.  Mentions spiked by 602% during the debate compared to the hour prior.  (Heine, 2016)

Pretty impressive.  But apparently the promoted trend cost "hundreds of thousands of dollars" and costs were increased further by a scattered overlay of additional promoted tweets.

So the question is, was this a smart move?  Will it translate into increased sales?  Has a tweet ever convinced you to buy something?  If so, what?

Heine, C. (2016, October 20)  Excedrin Won the Debate on Twitter Before It Even Started by Curing Your #DebateHeadache.  Retrieved October 21, 2016, from

Friday, October 14, 2016

Will the new campaign for Taster's Choice stop sales erosion?

Amid reports that sales for instant coffee in the U.S. have been declining steadily since 2012, Nescafe has decided to redesign their Taster's Choice packaging and launch a campaign reaching out to budget-minded Millennials.  Since company research showed that 40% of consumers are drinking less coffee because it is too expensive to buy outside the home, they believe they have an opportunity to convince then to switch.  (Lukovitz, 2016)

Of course first they have to convince people that their product isn't inferior.  Here's the commercial they hope will do it...

Looking at it I couldn't help but think about a successful campaign (10% sales increase) the brand ran back in the early 90's which took an entirely different approach.  Here's an ad from that campaign...

So, what do you think?  Will the new campaign be successful?  If so, why?  What do you think of the soap style campaign from 1992?  Do you think a similar approach might be more successful than the new campaign?  If so, why?

Lukovitz, K. (2016, October 13)  New Campaign Aims To Reinvigorate Nescafe Taster's Choice.  Retrieved October 13, 2016, from

DeWolf, R. (1992, December 2)  Taster's Choice: A Never-ending Saga Sexy Commercials Put Spice In Coffee Sales.  Retrieved October 13, 2016, from

Friday, October 7, 2016

If you wore Garanimals, will you buy them for your kids?

Back in 1972, Garanimals clothing was launched based on the idea that there is a connection between the clothes kids wear and how they feel about themselves.  Their mix and match separates empowered kids to indulge in their "I do" instincts.  Even Dr. Joyce Brothers approved.

Fast forward to 2016.  Now that their initial users are parents themselves Garanimals thinks this is a good time for a relaunch.  The clothes are being sold at Walmart, with the tagline: "Big on cute.  Small on price."

Here's one of the commercials...

They will be running on multiple generation programming which appeals to value-conscious Walmart shoppers - such as How I Met Your Mother and The Family Guy.  The spots will also air in Spanish telenovelas. (Faw, 2016)

So what do you think?  Is nostalgia a good strategy?  Why?  Will it work for Garanimals?

Faw, L. (2016, October 5)  Garanimals: You Wore Them Once, Now IT's Your Kids' Turn.  Retrieved October 6, 2016, from