September 12, 2006
It's cracked
Does anyone else think this is the whackiest marketing idea of the year? CBS is planning to do a major investment in egg marketing. They’ve announced for their fall campaign that they’re placing laser imprints of its trademark eye insignia and show logos on eggs….35 million of them! Have mercy on those chickens!
I’d put this in the category of advertising in bathroom stalls. Sure it gets attention, but is this the association you’re looking for? Rotten eggs, fried, scrambled (or maybe they’re thinking everyone will consider them "sunny side up"?)…I doubt most Americans will want to open their fridge in the morning and see a big CBS eye staring back at them. Slightly "big brother-ish" and we haven’t even gone with the chicken jokes either.
What will they do during sweeps week or the spring season…move on to sausage? It’s half-baked to me.
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I thought it was creative... heck, it managed to get us talking about CBS, I bet most people will read the eggs at least the first time, and I'd imagine the cost is relatively low.
But, yeah, once the novelty wears off, I agree eggs are probably not going to make anyone's Top 100 Marketing Strategies list.
Posted by
FranzSeptember 12, 2006 12:45 PM
OK, but what happens when FOX gets in the hen house?
Posted by
BobSeptember 13, 2006 09:51 AM
It typically takes TV network executives months or even years to make a decision on anything. This idea must have been "hatched" at the top of the evecutive "food chain" (hey, you started it with "half-baked"). Innovation never happens at the network level, so I am impressed with the risk and nerve it must have taken to sell this idea. While the "egg" may not be the best avertising idea of the century, I do give it high marks for marketing and news buzz.
Posted by
BrianSeptember 13, 2006 11:37 AM
It's about the buzz. As a marketing professional, I'm surprised that you would condemn the idea without knowing the plan, costs and projections of return. We're talking about it, you're talking about it and others are talking about it. Regarding the "association" they may have, study after study has confirmed that people remember exposure to brand at much higher rates than the manner in which they were exposed.
Posted by
NateSeptember 13, 2006 04:47 PM
Point taken. There is some truth to the adage of “there’s no such thing as bad publicity.” However, the buzz around Tom Cruise is plenty different than the new remastered Ipod. CBS’s marketing approach is fresh to be sure. If the objective was to get noticed, they’ve likely succeeded. If the goal was to increase viewership, only time will tell if it was a positive, profitable move.
Posted by
StefaSeptember 13, 2006 05:31 PM
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