Yesterday, on our daily business radio show, Insight on Business, we told you about how Bud Light has made the decision, after seeing sales fall by 3% during the first half of 2009, to dump their "Drinkability" campaign in favor of going back to having a little fun with their ads. (Remember, "I Love You Man", "Spuds" and "Real Men of Genius"?) We do...but the forgetable "Drinkability" message left us, and it seems many...flat.
So, what about you and your next campaign. Should you "play it safe" or connect with a little humor?
We think you should give it a try. But, before you do, consider that even professional actors say comedy is the hardest of all forms of acting to "get right". The same goes for using humor in your advertising campaign. Too much and the audiance is left wondering what the message was. Too subtle and the consumer is left trying to figure out if it's funny...or just stupid.
Pictured here (you can click on the image to enlarge) are two examples where we used subtle humor for our clients Calcium Products, Inc. and NatraTurf. The result was an instant connection between the target market...and the brand. It wasn't too "weird"...it was "just right".
Bottom line, you can play it "safe" and be like everybody else or you can branch out and do something different and get the attention your product or service deserves.