Home » #creativity » Why is it sometimes not wise to start an aggressive advertising campaign?

Why is it sometimes not wise to start an aggressive advertising campaign?


We see how every 4 years during the election campaigns, candidates  talk about their opponents on   scandals related to sex, businesses, religion and blood. It’s a shame because if I would be a candidate for my country I would like to talk about me and the options I can offer to the citizens, not  playing detective against my opponent, and looking for confidential information to  share with the media.

I remember once in Mexico when I was working for a political campaign. One of the candidates for the congress (call him Manuel) had some  issues with his own family during the campaign. His sister in law, a nephew and a brother had few interviews on the newspapers and radios accusing  him of killing his own nephew (another one) and a sister because of  inheritance. That episode affected Manuel and of course he lost the elections, because  everybody distrusted him.

Because there is  only one certain thing when you are in a campaign: You have to protect yourself extremely and watch out for the information you can generate (good or bad) as well because if someone talks badly about you, you might lose. No matter how hard you try to fix it,  the damage is done and probably you will never recover your prestige you had prior to the election.

Going back to Manuel ,  we later discovered that everything was a sham. The main opposition  party paid a lot of money to the relatives to share this fake story with the media and force him to lose his chance.  Poor Manuel, no  victory and no family.

I can extrapolate all of this to a similar campaign that I saw yesterday  in an article. The supermarket “Dia” is a very famous supermarket  in Spain. Everybody recognises it because of its cheap prices. It’s similar to Lidl in the UK.

Of course Dia has its own brands of products and they  are by far, cheaper than other brands. At the beginning of this year they decided to launch a campaign with this claim “Price and quality are relative”. A slogan that in my opinion is wrong for this reason: Everybody knows that Dia has the lowest prices and they were trying to use that strength to compare their prices and the quality of their products. Basically they meant: our prices are low and that is good for you, and also the products have high quality. In actual sense what that sentence meant is: If our prices and quality are relative that means that  our prices are low, and our quality is low as well.

Kellogg’s, Dia’s main competitor in cereals, was worried about Dia’s increasing sales so they took the wrong decision in replying Dia’s campaign. They came up with this slogan” We reduced the prices. Can others increase their quality?” (Of course this is a direct message to Dia) And yes, everybody loves Kellogg’s cereals. In particular I love Choco Krispies. But Kellogg’s doesn’t need this kind of campaign at all. They are doing Dia a favour comparing them to themselves. If you are a lion you should fight against a lion. If you are a lion and you fight against a mouse you will end up being another mouse.


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