Advertising Surprise: Welch's Grape Juice

In Feb., the Welch's Grape Juice ad campaign featuring a Peel 'n Taste sample inside PEOPLE magazine prompted Folio to wonder about sensory overload, gave one chemist pause, and sparked several to call the concept a “poorly executed idea.” In other words, most thought the First Flavor strip was worth a chuckle and nothing more.

A new study conducted by independent researcher GfK Starch Communications now suggests that if anyone should be laughing, it might be Welch's and First Flavor.

• The ad received as much recognition as an 8-page insert.
• The ad received the top branding score in that edition.
• The ad was the second most noticed, behind the inside front cover and gatefold.
• 59 percent of those who tried the flavor strip were more likely to buy the product, compared to 25 percent who did not try the sample.
• 88 percent of those who tried the strip, which was protected by foil, liked the taste.

"Readers saw our ad, some even tasted the flavor strip of our Welch's 100% grape juice and, most importantly, were more likely to purchase our delicious product as a result," said Christopher Heye, vice president of marketing at Welch's.

This just goes to show that my longtime friend and agency client, Jeff Rogers, vice president of Evolution, was spot on during a recent strategy session. After the new account asked why so many companies reject marketing recommendations, he had one simple answer.

“Too many marketing decisions are based on reasons that begin, ‘I like...'” he said.

It’s also the reason I resigned an account this week for the first time in two years. After noting that every marketing decision was ultimately based upon what the client “liked” or, worse, what was liked by a random passersby, it was time to wish him the best.

Much like those who first commented on the Welch’s ad, it’s always easy to provide a guess. But for the rest of us, the better decision-making process relies on test and measure. After all, who cares if you like it if the results demonstrate success?

In fact, I suspect that until more companies focus on outcomes as opposed to what they like, their advertising and marketing will continue to be one big guessing game with random hits and misses that reinforce invalid conclusions.

Talking Turkey: Andrew Cohen VS. Public Relations

The Buzz Bin is abuzz, providing a snapshot of the "kertuffle" over the CBS analyst Andrew Cohen’s remarks about the Public Relations Society of America (PRSA), which was prompted by former presidential press secretary Scott McClellan's new book.

Excerpt from McClellan’s book:

So I stood at the White House briefing room podium in front of the glare of the klieg lights for the better part of two weeks and publicly exonerated two of the senior-most aides in the White House: Karl Rove and Scooter Libby.

There was one problem. It was not true.

Except from PRSA about the book:

In the wake of the recently published book by former presidential press secretary Scott McClellan, PRSA is calling for government reform and challenging the 2008 presidential candidates to adopt a communications policy engaging principles like those in the PRSA Member Code of Ethics.

Excerpt from Cohen about public relations:

Show me a PR person who is "accurate" and "truthful," and I'll show you a PR person who is unemployed.

The reason companies or governments hire oodles of PR people is because PR people are trained to be slickly untruthful or half-truthful. Misinformation and disinformation are the coin of the realm, and it has nothing to do with being a Democrat or a Republican.

Excerpt from Robert French, which mirrors much of the industry reaction:

You know, I see this latest example of PR bashing (from a news network that feeds off of media relations) to be just another in a long line of foolish, ignorant (and a bit arrogant) people. Even funnier, regarding this happening on CBS - of all places, it was their network that recently wanted to farm out some of their coverage to CNN and not do it themselves.

Except from PRSA’s rebuttal:

Regarding your commentary on today’s CBS Sunday Morning, the Board of Directors of the Public Relations Society finds it imperative to affirm the professionalism of public relations practitioners and to take exception with what we regard as a misguided opinion.

Except from Cohen’s rebuttal after the flack:

I am now the target of a public-relations effort to ridicule my effort, my points, my character and integrity. I expected nothing less. I mean, when you make fun of people whose job it is to burnish public images you’ve got to expect they are going to, well, burnish their own public images at the expense of your own. I am not taking it personally.

My take, part one:

Every year, I share two points to public relations professionals that might apply.

1. As a public relations professional, your reputation stays with you, not the company, organization, or government entity that asks you to lie. So, basically, don’t do it.

2. As a public relations professional, you cannot control what other people say; only how you react to what they say.

My take, part two:

I think we just witnessed a mainstream media version of a blog drama among eagles. How very quaint.

Making Entertainment: Macy’s, Inc.

Macy’s continues to garner attention for the future launch of a 10-episode documentary style series that will follow the lives of five young people who want to break into the music business. The series will premiere this fall and promotes the American Rag brand.

The Web series is part of a growing trend of marketing initiatives that blur the lines between advertising and entertainment.

It is being developed by MEC Entertainment, which is owned by WWP Group. The show is being cast with amateurs, contestants selected from 12 college campuses around the country.

The general concept is to dress the cast in American Rag clothing and feature some segments with the cast shopping for the clothing across the country. YouTube viewers will be able to purchase the clothing from the Macy’s site.

While Macy’s is interested in the viral potential of the series, RepNation, which provides a consumer powered media network, says it’s an acknowledgement that it’s more difficult to reach college students through traditional channels. What makes this an important footnote is that marketers and advertisers coming to the conclusion that what once was an online opportunity is fast becoming necessity.

Adding Value: Print Shifts To Lead Generation

Magazine Publishers of America (MPA) is set to release a new study about the effectiveness of URLs being included in print magazines. The study confirms what many advertisers already know, magazine advertisements with URLs are more likely to drive readers to advertiser sites.

Specifically, MediaDailyNews said that home ads were 103 percent more likely, women’s services were 98 percent more likely, and travel categories were 186 percent more likely to drive consumers to Web sites. URLs on fashion ads also provided a 58 percent bump.

The study provides a solid case for integrated communication, with print advertisements serving as a lead generator for Web sites. Consumers are generally taken in by the singular message of the print advertisement and then explore Web sites for more options.

Consumer magazine Web sites are also showing strong traffic gains, up 11 percent over the first quarter of last year. With those Web sites averaging 70.7 million unique monthly visitors, well-planned media efforts can expand an advertiser’s total impression and total reach by reinforcing the print advertisements on magazine Web sites.

Both findings represent that the boundaries between traditional marketing and social media are not so opaque. What has changed seems to be that traditional advertising is shifting toward Internet lead generation as opposed to image advertising or direct sales.

Sharing Silence: Memorial Day

A bugler blows taps. Memorial Day. Margraten Cemetery, Holland. 1945.

Advertising Connections: Branded Content

A little more than a year ago, I was the guest on the Recruiting Animal Show to talk about a subject that few people believed would ever happen. Branded content, a variation of income marketing as I sometimes call it, was already taking shape.

A few months later, Procter & Gamble made it sound more serious. And most recently, Digitas, which is part of the Publicis Groupe, formally became of one the newest entrants into the branded content game.

"It's more and more difficult for brands to get their messages in front of consumers," Mark Beeching, global chief creative officer at Digitas told AdAge. "But at the same time there are more opportunities for brands to create content."

Digitas punctuates a social media concept on its Web site. Beeching's quote even sounds like the message we share and shape every day.

"Instead of marketing at customers, our job in the digital age is to get customers working with us and for us,” he says. “And you do that by working with them and for them. This is where the new marketing energy and breakthrough results are to be found."

It’s refreshing to hear it in advertising, and underscores that agencies are more than ready to move forward into the social media space. Their approach? Here are the first three:

• new ways of listening harder to customers for actionable insights
• ideas that earn customer engagement through valuable and motivating experiences
• new ways of being responsive to customers across channels and over time

And to think all this time that some people thought advertising was a dying one-way communication art form. No. Like all art and media faced with new possibilities, opportunities, and technologies, it survives, adapts, and improves.

We look forward to seeing what they cook up next at Digitas. It's about time.