So much of advertising is perception. Positioning yourself in the minds of the consumers. And the rest is competition. It's not enough to be good, you have to either be better than your competition or make the consumer believe your competitor is bad. Today there are so many products (not to mention political ads that are currently flooding the airwaves) and so many slogans that it’s hard for any one message to really hit home, but in Don Draper’s day when there were only three networks and three or four primary magazines a good slogan would have a greater impact.
Back in the ‘50s all canned tuna was pink. Then “Chicken of the Sea” came along with white tuna. It wasn’t selling. They tried to promote it as tasting like chicken (hence the name). The public wasn’t buying it. White tuna looked weird.
Along came Mad Men to the rescue. And this ingenious slogan:
“Chicken of the Sea” – guaranteed never to turn pink.
Within about a year pink tuna was completely off the market.
Now THAT’S advertising.
Ironically, "Chicken of the Sea" now also sells pink salmon. I wonder if their campaign should be "Guaranteed never to turn white."
from By Ken Levine
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