Lay’s vs. Pringles: Can Social Media Alter Your Taste Buds?

People have a peculiar pleasure in making converts, that is, in causing others to enjoy what they enjoy, thus finding their own likeness represented and reflected back to them“. Johann Wolfgang Von Goethe (1749-1832) German poet, novelist and dramatist.

Social media is definitely the power tool helping people reach their goals in making those converts!

In the case of brand marketing and positioning, there is mainly one winner in this human persuasion and social media equation: brands! Brands highly benefit from the need of people to share what they like and what they enjoy. Consequently, the overall effort of brands to appeal to their consumers and attract potential customers slowly decreases: yes, we are doing most of the work!

Therefore, I decided to try and separate social media users’ efforts from brand efforts and compare similar brands in terms of the amount of effort and resources they are REALLY investing in order to deserve the exposure they are getting!

For my first two brands, I chose Pringles vs. Lay’s.

Why Smirnoff Doesn’t Get Social Media?

A while back we wrote about a phenomena that took bros by storm across the United States. The viral game has garnered media attention for the brand and also helped move cases of the beverage. The girly beverage of the alcopop kind would have never found an audience amongst the bro crowd, but it did just because of this game. But Smirnoff’s parent company Diageo was not pleased with the way their brand has been used and decided to close the game’s main website brosicingbros.com which now shows a blank page with the message “We had a good run Bros..” on it.

3OH!3 Got Iced On Stage

This was certainly a marketing and PR misstep by Diageo, the only way they could make it worse is by taking legal action against those behind the website. Now it is totally understandable if Smirnoff’s Marketing execs groaned with their palms across their faces when they first heard about this game but they should have capitalized on it instead of icing it. This can be poison to the brand, especially since the whole game is based on the perception that the drink is a girly and will make you gag, but there were ways that they could have spun the exposure to their advantage.

Learn Social Media by Example: “It Has to be Heinz — Dip & Squeeze” Campaign

In efforts to innovate and freshen up, Heinz has launched its biggest umbrella brand marketing campaign to date, in a £5m push to build on its “emotional connection” with consumers.

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