Consumer Behavior Marketing Case Study
AN OPINION LEADER MIRACLE?
How does a sandwich spread that’s been around since the 1930s engage a younger generation? Miracle Whip took this challenge in 2010 with its “We are Miracle Whip and we will not tone it down” campaign. The brand secured product place- ment in the Lady Gaga music video Telephone as well as the video game Skate 3. It also ran television advertising targeted to the 18- to 35-year-old market that advised, “Don’t go un- noticed, don’t blend in, don’t be ordinary, boring or bland: In other words, don’t be so mayo.”
Miracle Whip’s public relations bonanza began quickly af- ter the campaign was launched. After Stephen Colbert of Com- edy Central’s The Colbert Report aired the new television ad, he stated that he was offended by the statement “Don’t be so mayo,” and that he has had it with the “mayo-nay-sayers.” Colbert then ran a mayonnaise parody ad that featured similar characters and a voiceover that proclaimed, “Don’t be a miracle wimp.”
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