What comes to mind when you think of Miracle Whip? Well I think what old people eat on sandwiches even my grandmother only has miracle whip at her house, and I’m forced to buy my own mayo when I come visit. Well the company is trying to change its image and cater to a younger crowd. Stating in the video “We will not tone it down”. This sounds like a pretty bold statement sort of like “yes we like miracle whip and not ashamed to admit it!”
As seen in this commercial there are young adults having a good time they seem to enjoying life full of energy and ready to eat some miracle whip right? Well the company is trying to persuade the audience that you don’t have to be old to eat Miracle Whip everyone can love this delicious condiment. Would this commercial persuade you to try it? Well in my opinion its an issue of preference no matter how good the commercial is if you don’t like the taste it doesn’t matter. One thing the company can do with these commercials is to at least get people to try the product.
Another tactics that they used in the commercial was basically was speaking against mayo. In this article there are more details about miracle whips strategies. http://duncanday.com/2011/09/covering-the-spread-miracle-whips-new-campaign-causes-stir/ The company has even went as far as getting people like Pauly D from Jersey Shore and Lady Gaga to endorse the product to show how cool it is!!
The Kraft website describes http://online.wsj.com/article/SB10001424052702304450604576416051591186240.html their tactics for the new Miracle Whip campaign.
Does the commercial work? In my opinion no matter how good the advertisement it’s all a matter or preference. I can see the direction that the company is trying to go in, but I don’t know how successful it will be.