Advertising That Works: Making Fun of Yourself

Black and white ads for watches and luxury cars fill high-end magazines. They’re serious and expected. But on the opposite end of the spectrum are ads like the following. These are companies who take a light-hearted approach to marketing and even make fun of themselves. It’s surprising and refreshing.

* Who would have thought a cough medicine would create a buzz? Buckley’s Cough Mixture is making a splash in the U.S. in a major way. Its television commercials feature taste tests between Buckley’s and disgusting liquids like “Spring Break Hot Tub Water” and “Cardio Workout Perspiration.” The tasters can’t tell the difference. Their slogan is “It tastes awful. It works.” Who is not intrigued by that, especially when you have a nasty cold that just won’t go away?

Extra points to Buckley’s because their U.S. site links to their well-designed MySpace page, and they’re having a contest for viewers to upload photos that show how awful Buckley’s tastes. They not only manage to make fun of themselves but they also understand the power of Marketing 2.0!

* Then there’s Old Spice. The deodorant that shames you into being a man! Again, the premise is light and funny. Just the thing to stay in the minds of consumers.


If your company has been taking itself too serious lately, rethink how you can promote yourself and get a smile out of potential consumers!
-Susan
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