An ad review for StriVectin Neck Cream
I was reading Parade Magazine – the Sunday newspaper insert that reaches more than 30 million Americans – tonight while eating dinner. Two weeks before Thanksgiving the issue is packed with delicious recipes.
On the same page as a few holiday recipes is an ad for StriVectin Neck Cream with the headline “Got Turkey Neck?” I was flabbergasted. Who in their right mind would create an ad with that headline for a neck cream? Needless to say, I lost my appetite for Thanksgiving dinner and you certainly will not see me running to the store to purchase this product because I don’t have turkey neck.
Of course I get the tie-in – Thanksgiving and turkey neck. But what women would admit to having a “turkey neck”? And what is even more shocking is the call out in the ad “the #1 prestige skin cream in the entire world (including France, of all places).” Certainly “turkey neck” doesn’t associate well with “prestige”. I might as well add that “entire world” is a bit redundant from a grammatical standpoint (thank you Ohio University Scripps School of Journalism).
The ad has no human element. No beautiful woman showing off what StriVectin can do for you. Just the final words… “Remember… If you have skin… you need StriVectin.” Hmm… perhaps Monty – my beautiful boxer – needs some StriVectin, but not for $90 a bottle.
The bottom line – don’t use turkey analogies in your marketing or advertising. Unless you market products for Thanksgiving, hunt turkeys or own a turkey farm!
I would love to hear from someone who has tried StriVectin.