When your brand is shit, what do you do? Make a sophomoric joke? Apparently, the K-Mart marketing department was willing to try anything and went along with an agency idea that, while well executed, and amazingly went viral, was a bad idea. But, if you read the trade press, it was a great campaign:
How could a “best of the year” rundown be complete in 2013 without Kmart’s “Ship My Pants”? DraftFCB made brilliant use of sophomoric humor to create one of the year’s biggest cultural moments from the ad world, which comes in at No. 9 in the TV/film category. It all began with “Ship My Pants,” although the gag later extended to “Big Gas Savings” and “Ship My Trousers,” too.
While it may be funny- it’s not making people shop at K-mart.
a 2.1% decline(d) at Kmart
No, customers generally don’t think shit is funny when it comes to where they spend their money- unless, you run a comedy club. Or run a commercial where you never say the word and do it elegantly like Frank’s Red Hot Sauce.
A local middle Eastern themed QSR, “Shish Wraps” try’s the same gimmick- “Shish Happens,” “Don’t let Shish Happen to you on this Friday the 13th,” and “Get your shish together and stop in today for $5.00 wrap or bowl” the message is shit- especially when the shop is tragically empty and they have a special selling all wraps for $5 in a high rent location.
While humor, irony and exaggeration are all perfectly acceptable foundations for great advertising, the most critical, fundamental piece of the package is a strong brand to begin with, and K-mart hasn’t had that for years. Our local restaurant- never even had the chance to get there. Shit may be funny, but, it’s not a good place to take your brand.
McDonald’s brand managers are fanatical about protecting the brand and the image. No birds ever appear in a McD’s commercial- “rats with wings” as one campaign concept was shot down to a friend in the business. McDonald’s knows its brand is built on family friendly wholesome happy times. K-mart’s marketing is now built on a pun? Not happening.
Brands that understand their brand equity and work to build it, know that being funny is great- but, always where your brand isn’t the butt of the jokes. It’s time K-mart rediscovered the blue light special, and figured out why dollar stores are beating them at the game they created. As to Shish Wraps, it’s a little harder than just taking the shish out- we’d recommend adding a Gyro to your menu, since people already know what that is, and focus on the healthy Mediterranean diet as an alternative to burgers and pizza. “Welcome to healthy” anyone?