One of the more popular viral ads lately is one for Ragu spaghetti sauce.
"We didn't want to come out with another utilitarian food ad," said Mike Dwyer, U.S. foods director for Ragu-owner Unilever.
And this ad is definitely not utilitarian.
Ragu's sales have been sleeping and Unilever has been looking for a way to cut through, get people talking about the product and perhaps attach some edge to the brand.
The question remains, however, how does this ad make you want to buy spaghetti sauce?
Nike says just do it. And we do.
Geico says, "so easy a caveman can do it." And so do we.
You're in good hands with Allstate. And therefore we are.
Ragu's new positioning statement certainly muddies up the waters. I'm writing/talking about the campaign, so objective #1 has been accomplished. People are talking about the brand. But, the cardinal rule in this shop is "Don't park the boat too far from the dock." In other words, keep your brand focus close to your product delivery promises. And this campaign couldn't be further away.
Why not build on their campaign from the 80s.
When you're choosing a sauce these days, you want natural ingredients, and a sense of history and authenticity. Traumatized moments never made me hungry. Just envious of those who could afford all the therapy that comes with them.
With over 30 years experience, Tim McLarty currently works out of Toronto Canada as a writer, producer and media strategist producing advertising and entertainment content.