Other consumers stated they would simply opt for the competitor, Prego, instead of buying Ragu for their family. One of the creative minds behind the campaign, Mr. Dwyer, thought that the humor and entertainment aspect would create emotional connections with consumers. "It can be tough being a kid," Mr. Dwyer said. "And when it's tough being a kid, mom and dad want to comfort their kids and the way they do that is through meal time, and Ragu sits squarely in that space," Mr Dwyer said.
The campaign targeted parents as Mr. Dwyer stated and each one of their commercials adds a humorous aspect to what being a kid is like and how parents sometime don't always know what is best. Whether it be replacing a hamster that died and having your daughter question the color change of her furry pet to a mom wiping dirt off her sons face with spit.
Prego is the most apparent competitor, and by the comments on some social media pages, may have even gained some business with not all parents thinking of this campaign as funny. Ragu even went so far as to pull the videos from their YouTube channel to recover from the controversial backlash. Whether you think Ragu was right or wrong in airing the campaign it is important to remember that even a well loved commercial that increases your brands position will always have those who find some way to pick it apart. Do you think Ragu was right in airing these commercials?
Long Day of Childhood: Parent's Bedroom
Long Day of Childhood: Hamster
Long Day of Childhood: Cheek
This definitely shows how sometimes a commercial will have the opposite effect that was intended. Prego definitely benefited from this series of ads! I don't think they were wrong to use these ads, and they probably benefited from being talked about so much, even if many didn't like their ads.
ReplyDeleteThe Ragu campaign is the perfect demonstration of how utilizing humor in advertising can sometimes have the adverse affect on consumers. Many of the most memorable ad campaigns around tend to be funny. Advertisers use this strategy to attract customers to their product; however humor unlike fear, violence, sex, and some other advertiser favorites is not a universal concept. Different ages, races,cultures, professions and the list can go on have a different expectation when it comes to humor. Unfortunately Ragu found that out the hard way.
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