I don't know if anyone else has seen Kraft Miracle Whip's re-branding campaign. You haven't? Good because it sucks almost as bad as Miracle Whip tastes (I don't know or care if that was proper English, I'm blogging).
I first started seeing ads over the summer. If I remember correctly it was while watching Anthony Bourdain: No Reservations (great show) On Demand. On Demand shows typically have only one sponsor and one ad is played at each commercial break so during the course of an episode I may have seen up to 5 or 6 shitty Miracle Whip commercials.
Why do I hate them so much? Well, part of it has to do with how much I simply hate the taste of Miracle Whip. The other part is how they are trying to reposition the product. I don't have to look up very much consumer data to know that old people are the heaviest users of Miracle Whip. They ain't getting any younger. I understand the need for Kraft to find new consumers to eat this trash but I don't like how they went about it.
The new commercials basically show how much fun hipsters can have while consuming Miracle Whip. Yayyy! Bitter flavored mayonnaise is cool now! I live is inner SE Portland (hipster central) and I don't see them buying Miracle Whip at the grocery store, only PBR and American Spirits.
These commercials just seem really forced and inauthentic. It feels like there is a disconnect with Kraft's message and whomever they are trying to target. Just because you throw young, cool looking people into your commercial, that doesn't make your product young and cool. I assume most young people are either smart enough or sarcastic enough to not buy into what Kraft is selling.
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