Here’s the commercial.
Question: How many times does that 10-second radio commercial have to air on a radio station while you’re listening before you actually hear, understand and remember the details the advertiser is trying to communicate?
Answer: You’ll never get their message.
Hint To belVita: In a radio commercial, don’t give your Call To Action (in this case, what to email and to where) before giving listeners a reason to take that action.
“Oh, but we also were running longer spots in other dayparts, so the short and the long ads combine to create one cohesive campaign.”
Actually, I’m just guessing they ran longer spots. During the two hours I recorded this particular radio station, this was the only belVita commercial that aired.
But expecting listeners to complete a mental jigsaw puzzle in order to hear your sales message is neither realistic nor smart.
Comments on this entry are closed.
Mmmmmmm. processed cheese.
Whatta waste of ten seconds of air time…
@Curt And Kraft probably paid someone a lot of money to create that debacle.
Wow, big corporations will pay gobs of money to people who can write an amateur script like that? I need to start dumbing-down my copy.
The award for the worst-named product of the era: belVita.
Yep, sure sounds like Velveeta, but isn’t.
(btw, last era’s award went to the Ayds Weight Loss product)
Email the words “submit gmail biscuits” to powerup-dot-velveeta-@-gift-card-dot-com. Was I close? (Listened 3 times)
Some “genius” was paid a lot of money to write that one. Short spots can be effective using the k.i.s.s. method.
What’s worse, is the product being advertised isn’t Velveeta!
but unless you see it spelled, it always sounds like “Velveeta.”
@Tom: Oops, you’re right. Of course, I’m probably dumber than most radio listeners. I’ll bet everyone else who heard this commercial understood the name of the advertiser.
Cheeze-whiz, what were they smoking?
Better:
“Have you tried new Velveeta Breakfast Biscuits?
Visit Velveeta.com. Claim your FREE Breakfast Biscuits coupon
and a chance to win a VISA Cash Card. Get yours now at Velveeta.com. Velveeta.com!”
Even off the top of my head, this makes more sense than their approach.
P.S. Hope your recovery is proceeding apace, Dan-O.
@Rod: Glad to see I’m not the only one who thought they were advertising a different brand. Turns out it’s supposed to be for “belVita,” not “Velveeta.”
But the geniuses who created that advertising monstrosity already know the name of the client, so apparently they didn’t think it was necessary to make sure radio listeners could identify the brand, too.
@Dan: More likely, misunderstood the name of the advertiser. Like you, I “heard” VELVEETA, also. After all, it’s such a well-established brand name. Somebody in marketing should have caught this early on. (Even a slight change to “Bella Vita” might have solved the problem.)