A: McDonald’s.
This question comes as proof to two things: One, I’m old. And two, I’ve been at the mercy of advertising since I was a kid. Because I loved this commercial. When I was a kid. Which is way before other people that I work with were kids. And that was made clearly obvious when I asked a few people if they knew the answer to this question and they missed it without the help of our friend Google.
Here’s what else this tells me… just because you’re nostalgic about a brand doesn’t necessarily translate to spending money with a brand. Yes, I loved this commercial. Yes, I had a birthday party at McDonald’s when I turned 8. Yes, a Big Mac is the bomb. But I don’t eat there. I haven’t eaten there in eons. And my 5 and 7 year-old kids have never even been inside a McDonald’s. (Not kidding.) What I love about the McDonald’s brand is what it used to mean to me. Not what it can do for me now.
So when thinking about creating content for the brands that I work on, there’s a line that has to be drawn between advertising that makes you feel good and advertising that makes you buy. Because if people aren’t buying, then there is no brand.
Oh, and if you want to watch the silly old commercial that got this whole thing going, you can find it here: http://www.youtube.com/watch?v=yBwv3DoQNCA
2 Responses to “Q: What brand used the jingle Quack, Quack, Waddle, Waddle?”
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September 7th, 2011 at 12:55 pm
Interesting idea.
Two questions…and a ramble:
1) did you stop eating at mcdonald’s because their products are bad and unhealthy?
2) If people aren’t buying, you still have a brand (you’re just irrelevant). But the question…Does advertising really make people buy a product or get them interested? (Ask because there is only a couple of ways to determine if ads prompted a sale. the one’s that comes to mind or qr codes, coupons, specific urls stuff like that. Not “I saw this car commercial six months ago. I’ve been narrowing down my choices since then.” For me, it’s the revitalized Jeep. love that ad (it put the new jeep on my radar. Can’t afford it today, but maybe in the future. seen this one? Love the writing. Love the mantra. http://www.youtube.com/watch?v=1uIBL_ei5VM (But i guess that’s just how you sell me 🙂
I always think this is an interesting debate. Marketers lie. Great advertising tells the truth. Marketers try to sell anything and everything regardless of relevance (a number of me too products and stuff that prove that. The great promotion (advertising) can cut through clutter, make someone aware of something that they otherwise wouldn’t. it’s the consumer who decides to buy…(in my opinion) we just make the decision easier. 😉
interesting thought. never seen this ad.
September 7th, 2011 at 1:46 pm
You know I love your rambles!!!
1) You’re right… i stopped eating McDonald’s due to their products. If I want a calorie-filled burger, why not go to Five Guys and get one that is at least higher quality beef? I like the newer McDonald’s ads that talk about their high quality food but I just don’t buy it. One too many gross out experiences with Chicken McNuggets.
2) You’re also right about still having a brand if no one buys… but its a lousy brand. And therefore not really worth much. Now… as far as I know, Mickey D’s is still going strong. I’m pretty sure I’m in the minority of their once-loyal customer base. When I was a kid, they used to be known as the clean, easy place for moms to take their kids. Healthy was never really in that equation. It seems to me that they are trying to chip away at that. Not sure where it will go. Time will tell.
I love that Jeep spot too. They are playing to your American spirit. (Sound familiar Chrystler?) And the writing is fantastic. And to answer you hardest question – does advertising really make people buy a product or get them interested – I think you should reread why you are considering a Jeep! You saw a spot that spoke to you. It definitely got you interested. And in my mind, interest is the first step in the buying cycle.