Adaptation Marketing. Miracle Whip on the fast lane.

November 13th, 2009 • 3 comments Ads, Brands, Experimental, Ideas, Media, We like
Tags: Adaptation Marketing, Brands, Colbert, Cool, Creativity, Experimental, Fast, Funny, Ideas, Media, Miracle Whip, Real time, 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.”

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