Every year, Ypulse gathers a list of the best and worst ad campaigns, targeted toward youth. At the end of 2009, Ford, Target and Pepsi made the best list. Going down in flames were Doublemint, Skittles and Burger King. Unfortunately now, shame on both sides of the list.
Burger King gets mentioned often throughout the MOJO Ad circle and other strategic communication students here at Mizzou. In fact, Burger King gets credit from us in this year’s MOJO Ad Factbook for their “Whopper Sacrafice” in which social media users ditched ten of their online friends for a free whopper.
While “defriending” your Facebook friends wasn’t exactly nice, it was still on the okay side of the line. But now, Burger King has crossed the line and kept on running. Their raunchy, sexist campaigns are alienating women in the process of reaching for the young male market. Ads that include a “Super Seven Incher” sandwich and a woman in a not-so-flattering position to the sandwich are hopefully appalling to pretty much everyone.
And then there’s Pepsi. Another company drawing a lot of attention for it’s youth-focused campaigns. I enjoy most of the ads Pepsi puts out. But not so fast. Pepsi’s recent iPhone app, “Amp Up Before You Score”, actually suggests lines that men should use to lure each “type of woman” into their bed, with screen shots that include suggestions like, “Sorority Girl: this shouldn’t be a problem.” Excuse me? Last time I checked, at least 51% of our population is female and Burger King and Pepsi just offended over half the country.
We talk a lot about not alienating or offending other races, religions, etc. when they’re not necessarily the target. So why are we resorting to objectifying and offending women to sell sandwiches and soft drinks? Women buy Whoppers and Pepsi too (or at least used to!), just in case anyone forgot.
http://www.ypulse.com/ypulse-best-and-worst-of-2009-youth-targeted-ad-ca...
By the way, MOJO Ad gets a little link love on the right hand side under “More Marketing Insiders Sites”.
University of Missouri-Columbia
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