Advertising 101 – Target Markets
Crispin Porter + Bogusky?are at it again. Gimmicks, that is. Now they’re schelping off to remote areas of Romania and Greenland to ask folks what they prefer, a Whopper or Big Mac. Of course the catch is they’ve never seen a Big Mac or Whopper so they’re supposed to be “objective” in the minds of Crispin.
Here’s a thought, that’s ridiculous. And meaningless and yet another gimmick. Let’s just assume the Whopper wins (Crispin represents Burger King). Then they come out and say hey…people in the forests of Romania choose the Whopper!
Big freakin deal.
It’s just sad the companies like Burger King actually approve this junk.
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December 3rd, 2008 at 4:41 am
Inventing an opportunity to strip away all cultural (not to mention, personal) baggage about your client’s brand is a *huge* freakin’ deal. To have people objectively point to a brand and say, “I like that one better” is something marketers can’t even imagine having the luxury of in the Western world.
And it opens up all sorts of questions. Should places unspoiled by our culture even be exposed to brands like BK? This is the kind of thing Ira Glass would pontificate on, which is exactly what Crispin wants. I think it’s a brilliant idea.
December 3rd, 2008 at 8:01 am
It’s only brilliant if their target markets start eating more Whoppers because of it. Otherwise, big waste of time and money. So do you think a 13 year old in Nebraska is going to care what some Romanian thinks?
December 3rd, 2008 at 9:19 pm
Just seen em. Vapid. Totally vapid. Whopper wins 100-0? That proves less than nothing.
Sounds like Terry Gilliam might be filming ‘The Gods must be crazy part 3′, with a Whopper stand popping up in the Outback.
It is demeaning.
Shame on them.