You Might Just Get Lucky
I would like to preface this tip with a note of caution. As an ethical marketing strategist, I am in no way endorsing Kraft Dinner’s advertising campaigns.
The truth is, after a wonderful dinner with great company, I headed to the washroom only to be accosted by a Kraft Dinner ad which I found offensive yet ironic. The advertisement headline stated, “It Looks Like You Might Get Lucky Tonight After All” followed by an image of a bowl of orange noodles with the slogan “Gotta Be KD” to the right.
From an advertising perspective, this washroom ad achieved one of its goals. It evoked emotion in me. First, I felt disgusted at the thought that a bowl of noodles with fake powdered cheese sauce would in any way make me feel lucky – never mind the mere thought of this idea. Also, I felt annoyed that KD could make such an outrageous claim particularly with this ad being posted in a fine-food restaurant. I suppose it can be true that some kids would feel lucky, and my daughter might even agree as well even though she is almost 23. Another interpretation of this message is that many parents may feel lucky that their child or children are so happy to be at home with a babysitter who just cooked them up a bowl of KD.
For me, the Kraft Dinner ad really crosses a line in term of its product promise. Now that you know I feel about this ad, what emotions or thoughts does this ad’s message provoke in you?
Comment here.
I guess how a person reacts to the ad might depend on how one feels about Kraft DInner. I agree with everything you said about the product and its value nutritionally and I rarely eat Kraft Dinner. Yet – I have so many childhood associations with it that are positive that on the occasion when I do eat Kraft Dinner I have the experience of having treat even if it is naughty and not good for me. I guess for me, I do have the experience of getting luck when I buy KD.
That leaves me wondering who they really targeting _ not you apparently. It works for me. Curious to know how it occurs for someone who has never had it.
Craig, I agree with you for many of us there a is a feeling of nostalgia associated with KD:).
It’s a stale play on words that we all know about. So commenting as if getting bonked didn’t come to mind, shows that you don’t get out much or would like to give the impression of naivete. Kraft dinner/ getting lucky, me gads, lousy unoriginal marketing.
I agree.