Tag Archives: Current Campaign

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Delta and Coca-Cola Napkin Controversy

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Delta and Coca-Cola recently created what they thought would be a funny and clever marketing campaign that encouraged passengers to shoot their shot with their “plane crush.” When flight attendant’s passed out beverages on recent Delta flights, passengers received napkins that on the front read, “because you are on a plane full of interesting people and hey… you never know.” On the back of the napkin was a space to fill in your name and phone number. Both sides were donned with the “Diet Coke” logo.

Unsurprisingly, Delta passengers had mixed reactions. Some thought the napkins were funny and enjoyed a good laugh. Others however, found this to be creepy and unwelcome. After angry passengers took their frustrations to Twitter, Delta was forced to retract the napkins and issue an apology statement, admitting they had “missed the mark” with this strategy.

I can definitely see both sides of this controversy, but I do think it is MOSTLY harmless. I would imagine 99.9% of people on a flight would just see it and think it is funny. I have a hard time believing that too many people would actually start handing out napkins with their phone number on it. Some complained that unsolicited numbers were unwelcome and that they “don’t want the number of someone who has been gawking at them on a plane for hours.” While I agree, I would still have to think that realistically speaking, most people on a plane feel the same way and would not take this campaign literally. I am curious as to how many people, if any, actually received a name/number from someone using one of these napkins.

The majority of the outrage on social media against the napkins was that it was “creepy,” “awkward,” and “unwelcome.” However, a bigger problem that I am surprised no one brought up, is how this could potentially become a way to lure passengers into sex-trafficking. That is the major con that I thought of for this campaign, as victims and their traffickers commonly fly on commercial airlines. I am shocked that Delta did not think of this, as they have previously created campaigns informing passengers of the common signs of human-trafficking at airports and on flights, encouraging them to report.

I personally would not find these napkins offensive if I were to receive one on a plane. I would take it as a joke and move on, as I feel most people probably would. However, I do think Delta made a good decision to retract the napkins. Aside from people just thinking they are “weird,” there is potential for these napkins to become dangerous. When coming up with an “off the wall” marketing strategy like this, it is important for companies to consider all potential situations that may arise from a campaign, even if they are not immediately evident.

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Old Spice: A Needed Change of Direction

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Image result for old spice taking stock

Old spice has always been marketed to one specific audience, men. Their latest commercial revolves around a woman thinking she has bought body wash for herself, due to the newer fragrances such as lavender. She then becomes appalled after she has learned about what she has done, this leads up to the tagline of “Men have skin too.”

The brand has a target audience and they reach them well, however they have always appeared to be the same commercial idea twirled around into a new form, over and over again. Whether it was man riding a horse, or Terry Crews in the bathroom, it all comes back to being the embodiment of man hood.

This latest ad delves into a direction they are not used too, providing a more well rounded idea of manhood. While it is important for many men to retain their masculinity, the world is becoming more accepting of differences in opinions, including what a “manly” man should smell like.

The lavender scent, in the past, would never be one that Old Spice would even attempt to tackle due to the feministic idea of it. They now realize that they could’ve been reaching a larger target audience if they were to supply a variety of scents all with the notion of providing a skin friendly product. While there are still the basic range of scents such as “swagger” or “pure sport”, the latest ad campaign aims to show men that the smell is purely preference. The real importance of body wash is providing a skin cleansing and rehydrating formula, all in the name of keeping mens skin healthy.

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SPARKsouthSeptember 28, 2018
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