Adaptation Marketing. Miracle Whip on the fast lane.

November 13th, 2009 • Ads, Brands, Experimental, Ideas, Media, We like

About a week ago I reviewed Forrester’s concept of Adaptive Marketing – a framework in which brands react fast on a given context using the means of microstrategies. This week Miracle Whip showed how this might look like. Background: On October 15 Comedy Central’s notorious Stephen Colbert made fun of Miracle Whip’s new ad campaign which stages urban, young hipsters doing fancy stuff with Miracle Whip (you know what I mean).

As a traditional brand you would not react on it. But now comes Adaptive Marketing into play: Miracle Whip’s declaration of war to Stephen Colbert ran as full-page ad in various American newspapers only a couple of weeks later, striking back at Colbert (see the full size ad)… “On Thursday, November 12, we will dominate the airspace on your show. With every commercial break, your viewers will be exposed to hardcore Miracle Whip attitude and revelry. You will see our legion of (as you call them) “mayo nay-sayers” snarfing sandwiches topped with our one-of-a-kind flavor in a very cool and totally hip way. They will be in your face and massively dope. It goes without saying, they WILL NOT TONE IT DOWN.”

And

“We’re on a mission.

We’re taking no prisoners. We’re raising Hell, Man.”

Way to go, Miracle Whip. And they did dominate Colbert’s airspace. According to eatmedaily they ran three new commercials that reworked the original hipster-party ads, directly needling Colbert. Which is pretty cool: “To Stephen Colbert, mayo-lover, an invitation to come over to the other side. Where all is sweet and tangy. Come on Stephen, doesn’t this roof look fun?”

Colbert nevertheless withstood the assault, thanking Miracle Whip for the ad revenues, answering “I could certainly use the money to buy more delicious mayonnaise.” Check out the spots here…

Results of this fast idea

Miracle Whip was fast, humorous and adaptive. Or to put it a different way: The opposite of how a brand normally behaves.First results:

• Twitter is stuffed with comments about the hilarious Colbert-Miracle battle
• A boring brand has a topic to talk about
• TV viewers looked forward to watching ads because of context-relevance

Over the next couple of days I will present the results of a monitoring analysis about the buzz surrounding the case. For the moment, I am impressed. Miracle Whip has found a way to energize an absolutely boring FMCG brand – simply by listening, reacting and being fast. And it seems to work. By then, one last comment: 21st century, welcome your new marketing!

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Tags: Adaptation Marketing, Brands, Colbert, Cool, Creativity, Experimental, Fast, Funny, Ideas, Media, Miracle Whip, Real time, We like

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