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More mayo, please

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We feel ambivalent about even linking to this, knowing it means more people will go and watch the video and give more traffic validation than this patronizing campaign deserves.

But the truth must be known. We must look horror straight in the face. We must not blink.

Sigh:

Go ahead, get it over with.

Yes, young people with effortlessly cool hair, Miracle Whip = rebellion.

It’s just so cloying and overly marketed and not at all true to what’s actually being sold, which is a cheap substitute for mayonnaise.

“We will not tone it down.”At best, this seems overreaching. At worst, out and out pandering. Miracle Whip is sandwich lubricant. Something you smear on bread to make it slide down the ol’ gullet. It is not a statement of personality. It is not a clarion of individuality. It is a condiment. No more. No less.

We’re trying to not be snarky, potshot-taking ad geeks about it, but it’s proving difficult. Maybe, like all things, it goes back to our (ok, my) childhood. In my house, there were two whitish sandwich condiments to choose from. Miracle Whip and mayo. (Along the same lines of demarcation, our fridge also held two mutually exclusive bottles of A-1 and Heinz 57.) I was always a mayo kid. The rotten sweetness of Miracle Whip turned my stomach.

So maybe all this complaining about Miracle Whip is coming from that dark corner of memory. With that in mind, here are the good things we can say:  we applaud the effort to make an emotional connection with your audience; we admire the targeting; we jealously covet the salesmanship it must’ve taken to get a deeply rooted brand like Miracle Whip to step up and have some fun with their marketing and/or we salute a client who’s thinking in terms of audience and emotional connectivity.

Also, kudos for reaching out through Facebook rather than a mini-site. And according to AdWeek, there’s a pretty nifty social app as part of this that allows you to tag any online page with little notes. Which we immediately used to not tone it down.

Unmiraculous Whip



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