Control Shift
A secondary advertisement that I found fairly intriguing is that of Wheat Thins Artisan. The juxtaposition of a child with these adults as well as the inherent “devalue” proposition of their competition’s powdery, flaky, neon-like cheese substance is a pretty convincing push mechanism toward the Wheat Thins Artisan offering. The commercial itself is a pitch about the adult-ness-icity-ism [my ‘word’ not theirs] of choosing snacks, essentially eschewing the notion that dusty crackers are suitable for adults and embracing the contrary notion that as we get older we need to update or maturate our selections and choices. In the truest testament to brand essence, it becomes less about the product and more about how you feel when you are interacting with it; the logical enthymeme here it not at all dissimilar to Old Spice’s and Nivea’s responses to Axe and Tag Body Sprays, irrespectively.
Do you think this advertising strategy will pay off in the long run?