Miracle Whip Lays It On Thick With Video Contest

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Mitch Wagner
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Re: Laid on Thick All Right
Mitch Wagner   7/26/2011 11:46:00 AM
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This reminds me of the slogan-writing fad of the 1950s, as popularized by the book and movie The Prize-Winner of Defiance, Ohio, and Robert A. Heinlein's Have Space Suit, Will Travel.

magneticnorth
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Re: Laid on Thick All Right
magneticnorth   7/24/2011 9:00:43 AM
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Anyway, this may be a new high (or low) in shameless marketing. The suggestion idea that a product can the crucial link or cause of breakup in a relationship magnifies its importance far beyond mere food -- and it is not even a food product on its own but a "dressing." What would that say about the nature of a relationship?

I'm thinking it's more a low. Every brand needs to bank on a "more than just a product" consumer insight, yes, but I'm not so sure this is the way to do it.

I'd say they could've done the brand more good by getting the Viral Factory to make them a viral video. Would have saved them the ad spend too.

Susan Fourtané
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Scott, 

I really like your option 1 as a good marketing strategy.

The idea of these videos for Miracle Whip will be, by no mistake, driven by the $25,000 only. What is there for Kraft left in term of sales when the video campaign is over? Not much, I dare to sell. People may forget all about Miracle Whip sooner than what is even expected and sales may go back to dropping 5%, or how much was it? 

-Susan

Joe Stanganelli
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Ew!  Who would do that?

Terry Sweeney
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Yes, and with a powerful moral for all of us: Never mix Miracle Whip and rice.

Mitch Wagner
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Joe, that's a remarkable story. 

Joe Stanganelli
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Incidentally, this contest is strongly reminiscent of what the Koreans did with American POWs.

According to Robert Cialdini's account in his seminal work on social psychology, "Influence: The Psychology of Persuasion," the Koreans would hold essay contests for the American POWs, in which the POWs were invited to write a comparison essay on Korean way of life versus American way of life.

The prizes were always very modest... a bag of rice, for instance.

The POWs would enter the contest, most writing in favor of the Korean way of life, even though they did not believe it, because they figured that only a pro-Korean/anti-American essay would win the contest.

Once in a great while, however, an anti-Korean/pro-American essay would win.

Here was the upshot of all this:

Cialdini offers this account in his chapter on consistency, explaining that if you publicly say a belief or write a belief, you are that much more likely to believe it, stand by it, and act accordingly -- even if you did not believe it to begin with.

This was but one of many tactics the Koreans used to sway/brainwash American POWs to their cause.  To further mentally commit POWs to their pro-Korean/anti-American essays, they would invite them to read their essays out loud in a group (after all, they reasoned with reluctant POWs, if they wrote it, they should not be ashamed to read it out loud).  Then, they would have them read their essays on a radio broadcast (after all, they further reasoned, if they read them to a group, they should have no problem reading it on the air).

This led the POWs to gradually come to believe what they were writing and saying.

Allowing anti-Korean/pro-American essays once in a blue moon also gave the essay contests authenticity and credibility (but not so much that the majority of entrants stopped writing pro-Korean/anti-American essays for the contests).

The reason the prizes were so small was so that the POWs would "own" their words.  They could not disclaim their actions and reason, "Well, I only did it for the prize," because the prize was worth very little.

This also led to compliant POWs.  They swiftly reported against their fellow prisoners when there was an escape plan, for instance (also in exchange for small compensation, like a bag of rice).

It's a little different here, because Miracle Whip's prize is more than modest, but it definitely goes some ways towards implementing Cialdini's law of Commitment and Consistency.

Joe Stanganelli
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Ugh!
Joe Stanganelli   7/22/2011 1:27:05 PM
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I can easily imagine a relationship breaking up because one insists, "It's the same thing as mayonnaise, but healthier!" and the other insists, "It is NOT the same thing!"  (My mother was a Miracle Whip eater; I couldn't stand the stuff, and we had this same argument.)

Or, as The Oatmeal explained in this NSFW-language cartoon...

Terry Sweeney
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Re: Laid on Thick All Right
Terry Sweeney   7/22/2011 12:59:30 PM
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More condiments confessions: To accommodate a couple vegetarian friends, I recently bought my first jar of Vegannaise -- made with grapeseed oil instead of eggs. Just as bland and fatty as real mayo or MW. So I pureed a can of adobo chiles and mixed it all up... and now my fat has a nice kick to it.

Terry Sweeney
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Re: Laid on Thick All Right
Terry Sweeney   7/22/2011 12:54:30 PM
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Interesting alternatives to a $25k cash prize. But how about instead of cash, they give away 10 top-of-the-line refrigerators, or offer a kitchen remodel, complete with a "Sandwich Island" (details to follow from some feverish marketer). Please, no Miracle Whip for life.

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