Why compliment the customer? You know they like to complain, so give them something to complain about. That's the theory behind the weather networks latest campaign from Holmes & Lee, Toronto. Sweet.
Implications - You might think blunt and bold advertising like this would offend people, but in fact many consumers appreciate the lack of pretense and disingenuousness that a campaign like this espouses. Today's modern viewer is constantly bombarded with phony sweet talk from companies that will say anything to appeal to them, but this only makes those companies that have enough respect for them to simply come right out with their marketing message all the more respected and appreciated.
Insult Advertising
Because You Know You're Annoying
Trend Themes
1. Blunt Advertising - Companies can embrace honesty and authenticity in their advertising to stand out among the constant barrage of phony marketing messages.
2. Pretense Rejection - Consumers are rejecting companies that use phony sweet talk and are increasingly appreciating those who respect them enough to be straightforward in their marketing message.
3. Complaint-seeking Campaigns - More companies are experimenting with 'insult advertising' by giving customers something to complain about, with some finding success in the lack of pretense and authenticity it represents.
Industry Implications
1. Advertising - Advertising firms can capitalize on the trend of authenticity and bluntness in messaging, and work with companies to develop 'insult advertising' campaigns that resonate with consumers.
2. Marketing - Marketing agencies can develop strategies that reject pretense and embrace authenticity to help companies stand out from the crowd and appeal to today's modern consumer.
3. Branding - Branding companies can help businesses establish themselves as authentic and genuine by incorporating these values into their messaging and strategies, and potentially embrace 'insult advertising' as a way to disrupt their industry.