Author: Brian Lee

New threat to political ads

Posted on by Brian Lee

Political advertising in Iowa appears to be “politics as usual.” This December, $10 million was spent on television and radio ads in Iowa by Republican candidates and, to a larger extent, Super PACs.

$10 million could feed 40 million hungry children! This kind of spending, however, is not new to politics. And there’s nothing new about public disgust over the wastefulness of spending millions of dollars on political ads.

What’s new is the possibility of nominating a presidential candidate that has yet to spend a penny on advertising.

Thanks to Americans Elect, a nonpartisan nonprofit whose mission is to nominate a presidential candidate through an online voting process, there is a real possibility of having a third option on the ballot in 2012. A candidate chosen by the people and the issues, not advertising, and not a political party.

Advertisements do play a role in politics–mainly to inform the public that otherwise wouldn’t pay attention to politics, about the candidates. Yet it’s long overdue we have an alternative to choosing a candidate by the amount of money they spend on advertising, trying to sway public opinion with empty slogans, little information and misleading attack ads.

If Americans Elect succeeds in getting a third candidate on the ballot without spending big bucks on ads, people may decide it is no longer necessary to donate money to primary election campaigns.

A world with no political ads? I think I’ll survive just fine.

Celebrity spokespeople

Posted on by Brian Lee

I was watching a Kia commercial featuring Blake Griffin of the Los Angeles Clippers, and I thought to myself, wow he is one un-charismatic spokesperson. What are advertisers thinking when they choose such boring celebrity spokespeople?

Griffin endorses Kia, AT&T and Subway, among others. That’s odd to me, since Griffin is not even a fan favorite; for example, his jersey is not even in the top 10 most popular, according to the NBA.

Remember, there are criteria for picking a celebrity spokesperson. First, they have to be credible, and I highly doubt Griffin is. For example, what does he really know about Vizio products? Why isn’t he endorsing more athletic apparel?

There also has to be brand compatibility, and it seems unrealistic that Griffin would ever drive a Kia or eat at Subway in real life. The only criteria he fits is attractiveness, and that’s because he’s a good basketball player. However, his robot-like personality diminishes that attractiveness.

Think Michael Jordan, Kobe Bryant and Lebron James. They were good athletes and they were charismatic. These aforementioned brands should have spent the money on somebody else.

Red vs. white

Posted on by Brian Lee

Certain things you don’t mess with and you usually have to find out what those things are the hard way.  Is seems like Coca-Cola is one of things, in more than one way.

Everyone knows the cautionary tale of New Coke and the loyalty of Coke purists!  But I don’t think Coke was aware that it ran as deep as their can. Each holiday season they release a limited addition can featuring their memorable polar bears.  This year, in an attempt to raise awareness for World Wildlife Fund and the Arctic Home project, Coke decided change the icon red can to white for this year’s campaign.

People weren’t particularly pleased with the new design.  After an out pouring of comments, tweets and posts from customers, Coke has decided to switch back to the classic red.  Funds will continue to support the WWF and polar bear preservation efforts but not in the divisive white packaging!

Now from a purely design stand point, I am disappointed. A unique departure from the usually traditional looking holiday fare, the white cans were slick and modern looking.  But as for branding, it’s a huge gaffe.  Many of the complaints consumers voiced revolved around the notable likeness to Diet Coke’s usual silver can.  It was confusing. Many shoppers picked up the white classic Coca-Cola assuming it was the diet option.  And as much as soda companies insist on telling you that the diet taste just like the original, consumers know better and sometimes prefer the taste of diet. (I drink diet soda because I don’t like the sugary taste of regular soda, not because it’s the “healthier option”)

I hope, Coke finally understands people like them just the way that are!  That and people really don’t like change!