Tuesday, February 13, 2007

New Energy Drink - Mother - Uses Channel 10's 'The Wedge'

Mother, one of the newest cans to carry the same old liquid known as an energy drink, is disguising some of it advertising on channel 10 as a 'Wedgedale' news report, where the closest thing you get to any information about what the product is, is a website.


Channel 10 doesn't have much going for it except the Simpsons, which has huge appeal that must be recognised even if you don't like the show. One of their 'F' grade in house productions includes 'The Wedge' which is a fairly lame mixture of the last 20 years of comedy on commercial television, executed with no trace of wit or class.

The annoyance is that you have to go to the website to find out what the product is. This kind of interruption was considered a good thing in Advertising, giving supposed 'cut through'. But with consumers changing and developing their attitudes toward media and brands, the ultimate fact can't be denied; interruption is interruption.

Are they too stupid to develop a campaign that actually offers something to the viewer, who spends his own time to visit their website?

Maybe sneaky trickery is not annoying to the target audience who enjoy the low brow programming of channel 10. It really is a young / uneducated viewership, maybe they are intrigued? If this be true, it contradicts everything we think we know about the gen Y, ie. they are marketing savvy.

I am a marketing exec, so I hate being marketed to. But Gen Y, as much as they are technology savvy, don't have a clue when they are being marketed at.

1 comment:

Anonymous said...

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