I can visualize how this creative pitch went…
We have what we believe is a real breakthrough concept. We want to feature actors representing actual everyday consumers expressing their honest feelings about the taste of Miracle Whip. We will not censor the comments, so anything goes. We’re calling the campaign “Take a Side” and we’re going to let lovers and haters alike have their say. We’ve done some testing and we’ve confirmed your product is pretty polarizing. There are plenty of consumers in each camp. Miracle Whip is a product that elicits strong emotions and there’s not a middle ground. Here’s a sample:
“On a scale from 1 to 10, I hate Miracle Whip at like, 22.”
What the ^~&*%#?! = explosive cursing from everyone on the product team….
Actually, the advertising agency account and creative teams probably did a better job of setting the stage, but still, I’d expect there was a brutal and frank conversation before the client consented.
You have to give Kraft and the Miracle Whip brand teams credit: it is quite a risk, starting this social discussion on the taste of their product on the television screen and then taking it to the web. It’s a delicate balance: if the public senses a bias, the backlash would be swift, fierce and merciless.
To me, the commercial feels like it is equally weighted between lovers and haters. The negative comments are toned down after that rough opening, but there’s an element of honesty to what is expressed. I imagined viewers nodding their heads vigorously when their very thoughts were reflected in the ad.
Two memorable dislikes:
“Miracle Whip tastes like lotion, but sweet, and who wants a sweet lotion sandwich?”
“Miracle Whip tastes like disappointment. Like spreadable disappointment.”
And in the interest of equality, a couple of likes:
“Miracle Whip tastes like an exotic lady is kissing you, but she’s got a little bit of sugar around her mouth. And then at the ends she goes ‘caliente.’”
“It’s always great in the bedroom (wink), you know.”
We’re not for everyone. Not many companies are willing to admit that their product may turn people’s stomachs, literally.
Where do you stand? Do you love Miracle Whip, or hate it? Vote here. If you love it, do you have a favorite sandwich or recipe? Share it in Comments.
Perhaps the Miracle Whip product team was sold on the social media elements of the campaign. The Miracle Whip channel on YouTube allows consumers to cast their “Love Us” or “Hate Us” vote and leave comments (currently, 14.5 to 1 in favor of Love). The feedback includes how people use the product. Smart. There’s also a link to the Miracle Whip page on Facebook which is north of 64,000 likes.