Comments on: Doritos Grabs Early Lead in Consumer-Generated Super Bowl Ads

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By: Bill B

Bill B — Wed, 07 Feb 2007 18:01:55 +0000

Interesting…

I think the products are so different that it makes it hard to predict the final outcome of the score. To buy a Chevy most consumers seek multiple inputs such as other manufacturer’s products, lending institutions for available finance and lease options, and input from their friends, neighbors and family. If a comsumer is in the mood for a bag of Doritos they just buy them and gobble them up without too much remorse until they weigh in at weight watchers.

It is scary to think of the dollars spent on Superbowl ads and see some of the results, but it does make for good thought provoking conversation.

By: Mark Stevens

Mark Stevens — Fri, 02 Feb 2007 16:22:38 +0000

If corporations really want to make consumers happy, they should forego costly Super Bowl ads and instead invest in a Chief Customer Officer, a single person of power charged with putting him or herself in the customers’ mind.

But instead they spend their time and money making sure their ad is funny and entertaining, which doesn’t mean it sells more products. A good marketer surprises consumers by giving them new ideas on how and why to use a particular product. Ads developed by typical people or starring famous celebrities may get laughs, but are unlikely to generate sales. For every dollar you spend you should be seeing a dollar back and I sincerely doubt that these companies are generating an additional $2.6 million due to these Super Bowl ads.

Marketers need to stop thinking that marketing HAS to be creative. It HAS to sell goods and services. Sometimes the least creative marketing is the most effective.

Mark Stevens
CEO of MSCO
http://www.msco.com/blog

By: Dean

Dean — Fri, 02 Feb 2007 02:34:02 +0000

Not as bad as Orville Reddenbacher reborn!

By: Red Rover

Red Rover — Fri, 02 Feb 2007 00:11:39 +0000

Fact… 95% of commercials suck. When you make a commercial you, independant of the actual ad spot, you pay a truck load for an agency, actors, production, etc… This is the wave of the future. The advertising world will fight it. The survivors will be those who adopt the 2.0 model… the losers will be everyone else… especially the makers of “you gelling?”. I want to kill myself everytime I see those spots.

By: Lonnie

Lonnie — Thu, 01 Feb 2007 17:00:23 +0000

This is good, tough talk for a tough sport in a tough business.
But here’s the real question - do Chevy & Doritos really know the levels of awareness they targeted or is it “we’ll take anything we get and still sell the product for the same price in the same package”? There’s hype and there’s accoutability for spending ad $ - what matters more? I see more encouragement on the former.