After running a very successful campaign featuring food expert Alton Brown, Welch’s 100% Grape Juice has decided to try a different approach. While Alton’s scientific approach was a big hit with highly-health conscious consumers (sales rose 20% when the campaign ran) it did not resonate with average moms.
Instead, post campaign research showed that most moms were looking for simple solutions to keep their families happy and would tune out if messaging was too complicated and clinical. (Lukovitz, 2011)I am reminded of a story Malcolm Gladwell told about Sesame Street in his book Blink. He made the point that children will stick with a story until it begins to bore them. I remember thinking that it was probably the same with adults.
Do you agree? Do you watch long form videos on the net, and make it all the way to the end? Have you ever read all the body copy in a print ad? Or do you prefer the 140 character limitation of Twitter?
Lukovitz, K. (2011, October 7) Welch’s Simplifies Its Benefits Messaging. mediapost.com. Retrieved October 12, 2011, fromhttp://www.mediapost.com/publications/article/160146/welchs-simplifies-its-benefits-messaging.html