Another go woke go broke - McCains

[Birdsweepsin]

twitter.com/McCainUKIE/status/1541406087324246019?s=20&t=pug-ahmQqiD5mqyyLzLdAw

Who the hell in adland thinks insulting or mocking the people who buy your products is a winning strategy?

Ah! He identifies as this being good for sales

And the very best of British luck with that Mr Greenwood.

What a load of blarney.

'Longer term gains' or in the short term our campaign might tank your business but, after we've trousered your cash...yay! How, long term? After this generation of pissed-off mums have died?

I can think of a few things that I avoid because I know they've annoyed me even if I can't remember why. I just know they've got a bad association.

Sometimes I'll take another look and discover I was misinformed. I doubt I'll bother over a chip company, I'll just spend my money elsewhere.

The do realise that people walk, find a better alternative and tell all their friends.

This is just agency bull, shining on the client that they didn’t make the wrong call, it’s the client who is wrong bla bla bla. Then they will say that the client gave them a bum steer on the brief and they signed it off, so they are the poo-poo heads, so there!

It's an expensive chip company. I'd actually been splashing out on McCains recently, because I liked their ads for the grants they were making to families with disabled children. I mentioned it earlier on in the thread. I'm easily influenced by advertising like that.

Let us say that I am more inclined to economise on crinkle cut oven chips than I was this time last week.

Hm. What McCain are going to be concerned with is not principled mums doing a boycott.

It's the general queasy, shitty atmosphere having some middle aged wig-wearing drag queen making cheap sexist gags about meaty knockers in the general direction of kids, while frying up some crappy processed food product.

It's not the outrage that'll get you, McCains. It's the ew.

It's the general queasy, shitty atmosphere

No, the jokes about faeces are probably in McCains next ad with Baga! Or were going to be. <- not envy

I wonder what the longer term gains of losing brand loyalty are? I can't fathom them but my experience is in fuddy duddy old fashioned branding where customers buying what you're flogging is pretty core.

The pro I assume is walking into a pitch and selling a drop in sales, not like those pesky agencies that can’t the piss target audience off

or should that be ‘naysayers’

What a load of bunkum from that guy

I translate "longer term gains" as "taking responsibility for other people's work", but it's contextually dependent.

For example, if a Bigshot Marketing Guy were t tanks a brand's sales in the short term, then lots of less well paid people lower down the company might run around trying to repair the damage with things like sponsorship of community events. Then when sales improved again as a result of their actions, Bigshot Marketing Guy might say the improvement in sales was all down to his original marketing campaign.

Maybe the longer term gains happen when people forget about said ad. I guess that depends on what the abiding, lingering feeling is towards the brand. Will vague familiarity win out over an aura of tired cringe?

Tune in next week to see what happens!

Didn’t they have a Mumsnet stamp of approval at one point?

I think they did in about 2020.

Will it now get the Mumnet Moonie of disapproval?

The Mumsnet Penis Beaker of disapproval.

Yep. Oatly, Innocent Smoothies and Method cleaning products are three I used to buy and just don't now. McCains as well now.

There are two things I find depressing/disquieting about Mr "long term gains".

The first is that a belief that women are people who have the same right to dignity and respect as men is now regarded as anti-woke and un-progressive. In other words, one of history's great liberation movements is now treated as the opposite: standing up for women is anti-progressive, apparently, while mocking women is cool and progressive.

The other is that he believes that there are sufficient numbers of "woke" customers to keep McCain's in business for a long time: that McCain's can afford to lose the kind of women who object to misogyny because there just aren't enough of us. I can only hope he's wrong.

I see Eastenders are getting a new drag queen character. 😃

The Mumsnet Pom Bear of Inappropriateness.

The Mumsnet Toilet Brush of Cringe.

The Mumsnet Parking Diagram of Wrong.

McCains have pulled the ad! Too little too late.

What did method do? I’m going to have nothing left in my shopping basket at this rate?

RogersOrganismicProcess
Method had the cheek, the nerve, the gaul, the audacity and the gumption to do an advert featuring drag queens too.

Here’s your focus group mccains - your ad is shit and offensive hth will actively avoid you now