I know these have been running for some time, but every time I see one I still feel annoyed.
Does anyone else watch those Miracle Whip ads and think: “who associates their identity with a type of sandwich spread?”
I mean honestly, who wants to self proclaim themselves as a fatty white substance? Of all the consumer packaged goods one could identify with… a soft drink, a beer, or even a larger brand, like “we are a Nestle family.” But sandwich spread? The nasty white substance smeared between the bread and your lettuce/meat/pickles….
I know if the Ad is not resonating with me, it’s probably not targeted at me. However I would be interested to meet all of these outrageously cool hipsters who have developed their identity with the assistance of Miracle whip.
Come on Miracle Whip… you should tone it down.
On The Way 
Brandy!
May 25, 2010
I completely agree! I’m also conflicted on the new look of the brand as it’s well done but kinda gross… the smearing of the white MW that forms into words. Yum! HA! That is exactly why the call out by Steven Colbert was so timely and awesome when this trendy new MW brand was first on air.
http://www.eatmedaily.com/2009/10/colbert-mocks-hipster-miracle-whip-commercials-video/
jordanbelmonte
May 25, 2010
I know when I was writing the post I saw Colberts bit and cracked up! Oh and another funny thing I noted, Miracle whip is made by Kraft which also makes several varieties of Mayo 🙂
Dad
November 23, 2010
Their marketing must work well, after all, you are blogging about the product…
jordanbelmonte
November 23, 2010
Well that depends if you think all attention is good attention. When you were a principal I am sure the most outrageous kid to sit in your office garnered significant discussion among teachers and students, but did he leave you with the best feeling?
Miracle Whip certainly created something which got viral attention, but the attention it received from Stephen Colbert and myself (to name a few haha) was not positive.
The way you feel about a brand similar to a person is the accumulation of hundreds of small observations and interactions. Especially with commodity brands where there is a demand, but there are many brands supplied without qualitative differentiation across a market. These companies rely on a strong subconscious brand messaging that will prompt you in those 5 seconds on the salt isle to select the ‘Mortons’ vs. the Kroger brand salt.
So to me the real measure of the effectiveness will be next time you stand outside the sandwich spread isle and the choices you make. Also let’s not forget one of the 4 p’s of marketing is Product and if Miracle whip tastes anything like it did when I last had it two years ago, even 1 million hipster teenagers could not convince me to repurchase.