welcome to hip Muldrow i’m your host afghan carbon solutions show number 29
afghan carbon solutions show number 29
afghan carbon solutions show number 29 joining me as harold simkins professor
joining me as harold simkins professor
joining me as harold simkins professor of marketing at concordia John Wilson
of marketing at concordia John Wilson
of marketing at concordia John Wilson School of Business what I went there was
School of Business what I went there was
School of Business what I went there was just Concordia but I guess you guys got
just Concordia but I guess you guys got
just Concordia but I guess you guys got the fancy sponsorship deal so absolutely
the fancy sponsorship deal so absolutely
the fancy sponsorship deal so absolutely thank you very much for joining us April
thank you very much for joining us April
thank you very much for joining us April 23rd is the anniversary of coca-cola’s
23rd is the anniversary of coca-cola’s
23rd is the anniversary of coca-cola’s decision to launch Newcomb so we decided
decision to launch Newcomb so we decided
decision to launch Newcomb so we decided to do a top 10 marketing miss apps which
to do a top 10 marketing miss apps which
to do a top 10 marketing miss apps which is a companion piece to this interview
is a companion piece to this interview
is a companion piece to this interview or doing with you you teach marketing
or doing with you you teach marketing
or doing with you you teach marketing you teach advertising I think I actually
you teach advertising I think I actually
you teach advertising I think I actually had you as in the advertising class so I
had you as in the advertising class so I
had you as in the advertising class so I thought of reaching out to you and
thought of reaching out to you and
thought of reaching out to you and asking you for your opinion on these
asking you for your opinion on these
asking you for your opinion on these so-called marketing and product mishaps
so-called marketing and product mishaps
so-called marketing and product mishaps so my first question to you is we’ll
so my first question to you is we’ll
so my first question to you is we’ll talk specifically about New Coke but is
talk specifically about New Coke but is
talk specifically about New Coke but is all PR good PR or is there such a thing
all PR good PR or is there such a thing
all PR good PR or is there such a thing as bad PR when these companies make
as bad PR when these companies make
as bad PR when these companies make these so called mrs. well there’s
these so called mrs. well there’s
these so called mrs. well there’s absolutely a thing like bad PR just look
absolutely a thing like bad PR just look
absolutely a thing like bad PR just look at the situation with was owned right
at the situation with was owned right
at the situation with was owned right now and there are we suspend of drinks
now and there are we suspend of drinks
now and there are we suspend of drinks and having gone after the the person who
and having gone after the the person who
and having gone after the the person who has the Oasis brand of soap and taking
has the Oasis brand of soap and taking
has the Oasis brand of soap and taking her to the Supreme Court and causing her
her to the Supreme Court and causing her
her to the Supreme Court and causing her all kinds of legal problems in terms of
all kinds of legal problems in terms of
all kinds of legal problems in terms of cause that’s all over the social media
cause that’s all over the social media
cause that’s all over the social media right now they’ve something like a
right now they’ve something like a
right now they’ve something like a hundred thousand inquiries into it the
hundred thousand inquiries into it the
hundred thousand inquiries into it the PR is horrible they’re in damage control
PR is horrible they’re in damage control
PR is horrible they’re in damage control mode so that’s an example of PR not
mode so that’s an example of PR not
mode so that’s an example of PR not working in your favor you know there’s
working in your favor you know there’s
working in your favor you know there’s an old saying there’s no such thing as
an old saying there’s no such thing as
an old saying there’s no such thing as bad PR maybe that applies to movie stars
bad PR maybe that applies to movie stars
bad PR maybe that applies to movie stars you know just to keep their their face
you know just to keep their their face
you know just to keep their their face and name in the limelight and whether it
and name in the limelight and whether it
and name in the limelight and whether it be because they’ve been good people bad
be because they’ve been good people bad
be because they’ve been good people bad people whatever but I think when it
people whatever but I think when it
people whatever but I think when it comes to products they’re certainly can
comes to products they’re certainly can
comes to products they’re certainly can be very very bad Pierre okay you raised
be very very bad Pierre okay you raised
be very very bad Pierre okay you raised social media and celebrities those are
social media and celebrities those are
social media and celebrities those are two things I want to expand on how does
two things I want to expand on how does
two things I want to expand on how does social media change this does it really
social media change this does it really
social media change this does it really amplify it or oh contraire does it allow
amplify it or oh contraire does it allow
amplify it or oh contraire does it allow the marketers a tool to sort of get on
the marketers a tool to sort of get on
the marketers a tool to sort of get on it quickly and address it instead of
it quickly and address it instead of
it quickly and address it instead of waiting for the news cycle to its both
waiting for the news cycle to its both
waiting for the news cycle to its both its most I mean marketers can preempt
its most I mean marketers can preempt
its most I mean marketers can preempt the snowball effect as they see it
the snowball effect as they see it
the snowball effect as they see it forming in social media but on the other
forming in social media but on the other
forming in social media but on the other hand you know consumers
hand you know consumers
hand you know consumers citizens can get together really really
citizens can get together really really
citizens can get together really really really quickly and share opinions good
really quickly and share opinions good
really quickly and share opinions good bent or indifferent and so marketers
bent or indifferent and so marketers
bent or indifferent and so marketers very much have to be on the lookout for
very much have to be on the lookout for
very much have to be on the lookout for those kinds of things developing and
those kinds of things developing and
those kinds of things developing and more and more of course have full-time
more and more of course have full-time
more and more of course have full-time social media departments so take us
social media departments so take us
social media departments so take us through a few of the biggest market
through a few of the biggest market
through a few of the biggest market actually are all product mishaps
actually are all product mishaps
actually are all product mishaps necessarily marketing mishaps more to
necessarily marketing mishaps more to
necessarily marketing mishaps more to take us through that nuance first of all
take us through that nuance first of all
take us through that nuance first of all um I mean you could have a bad prodigal
um I mean you could have a bad prodigal
um I mean you could have a bad prodigal take one of my favorite products of all
take one of my favorite products of all
take one of my favorite products of all time we take the soft drink industry so
time we take the soft drink industry so
time we take the soft drink industry so back in the 1980s as the population
back in the 1980s as the population
back in the 1980s as the population started aging the soft drink industry
started aging the soft drink industry
started aging the soft drink industry started declining because you know as
started declining because you know as
started declining because you know as you get older you want to consume fewer
you get older you want to consume fewer
you get older you want to consume fewer calories less sugar all the forecasts
calories less sugar all the forecasts
calories less sugar all the forecasts were for an industry that was going to
were for an industry that was going to
were for an industry that was going to disappear almost and then NutraSweet was
disappear almost and then NutraSweet was
disappear almost and then NutraSweet was invented so now you could have soft
invented so now you could have soft
invented so now you could have soft drinks with no calories so coke diet
drinks with no calories so coke diet
drinks with no calories so coke diet coke would taste like Coke and Diet
coke would taste like Coke and Diet
coke would taste like Coke and Diet Pepsi like Patrick almost and that
Pepsi like Patrick almost and that
Pepsi like Patrick almost and that single-handedly revived the soft drink
single-handedly revived the soft drink
single-handedly revived the soft drink industry so that whatever your age you
industry so that whatever your age you
industry so that whatever your age you don’t have to worry about putting on
don’t have to worry about putting on
don’t have to worry about putting on calories because there’s zero calories
calories because there’s zero calories
calories because there’s zero calories in these products one product that I
in these products one product that I
in these products one product that I watched with really close interest
watched with really close interest
watched with really close interest because I like french fries not like
because I like french fries not like
because I like french fries not like fried chicken I liked right exactly so
fried chicken I liked right exactly so
fried chicken I liked right exactly so if you could come up with a NutraSweet
if you could come up with a NutraSweet
if you could come up with a NutraSweet version of will such that it would have
version of will such that it would have
version of will such that it would have zero calories so you could be a bit fry
zero calories so you could be a bit fry
zero calories so you could be a bit fry up a potato and there would be no more
up a potato and there would be no more
up a potato and there would be no more calories from those french fries that
calories from those french fries that
calories from those french fries that there would be in the raw potato and the
there would be in the raw potato and the
there would be in the raw potato and the same with the chicken on the same with
same with the chicken on the same with
same with the chicken on the same with the fish this would be a homerun ball
the fish this would be a homerun ball
the fish this would be a homerun ball well guess who invented the product was
well guess who invented the product was
well guess who invented the product was Procter & Gamble and was called olestra
Procter & Gamble and was called olestra
Procter & Gamble and was called olestra I remember reading in an alesis way
I remember reading in an alesis way
I remember reading in an alesis way disease so Bob that’s right that was a
disease so Bob that’s right that was a
disease so Bob that’s right that was a great book but it’s fantastic book and
great book but it’s fantastic book and
great book but it’s fantastic book and actually products fried in oil Astro
actually products fried in oil Astro
actually products fried in oil Astro tasted like the real thing but there was
tasted like the real thing but there was
tasted like the real thing but there was one side effect that elestra head they
one side effect that elestra head they
one side effect that elestra head they knew what going into the marketplace and
knew what going into the marketplace and
knew what going into the marketplace and that’s that it caused gassiness that
that’s that it caused gassiness that
that’s that it caused gassiness that could manifest itself from your mouth or
could manifest itself from your mouth or
could manifest itself from your mouth or from the other end so you go out a fart
from the other end so you go out a fart
from the other end so you go out a fart or burp after your first and Jess you
or burp after your first and Jess you
or burp after your first and Jess you know but it was only after your first
know but it was only after your first
know but it was only after your first ingestion is there a see
ingestion is there a see
ingestion is there a see the above it just look and so and it
the above it just look and so and it
the above it just look and so and it didn’t happen with all people but with a
didn’t happen with all people but with a
didn’t happen with all people but with a lot of people the first time you eat
lot of people the first time you eat
lot of people the first time you eat something cooked an alert that would
something cooked an alert that would
something cooked an alert that would happen but if we never happened again
happen but if we never happened again
happen but if we never happened again and P&G believed that you know we get
and P&G believed that you know we get
and P&G believed that you know we get used to it and overcome that and people
used to it and overcome that and people
used to it and overcome that and people didn’t weren’t bad Pierre got out as a
didn’t weren’t bad Pierre got out as a
didn’t weren’t bad Pierre got out as a result of that and the product was
result of that and the product was
result of that and the product was withdrawn from the market and I recall
withdrawn from the market and I recall
withdrawn from the market and I recall they spent like a lot of money on this
they spent like a lot of money on this
they spent like a lot of money on this and lots of time um and then okay so
and lots of time um and then okay so
and lots of time um and then okay so those are product mistakes so I mean how
those are product mistakes so I mean how
those are product mistakes so I mean how does that now translate to marketing
does that now translate to marketing
does that now translate to marketing mistakes it’s take us through like a few
mistakes it’s take us through like a few
mistakes it’s take us through like a few of the top marketing mistakes in your
of the top marketing mistakes in your
of the top marketing mistakes in your opinion that really make you just say
opinion that really make you just say
opinion that really make you just say what were they thinking well you know
what were they thinking well you know
what were they thinking well you know it’s always easy to second-guess and
it’s always easy to second-guess and
it’s always easy to second-guess and especially in the field of marketing and
especially in the field of marketing and
especially in the field of marketing and advertising work everything is done in
advertising work everything is done in
advertising work everything is done in the open right we see the ads we see the
the open right we see the ads we see the
the open right we see the ads we see the commercials and and you know we’re free
commercials and and you know we’re free
commercials and and you know we’re free to criticize make our comments then of
to criticize make our comments then of
to criticize make our comments then of course if there is a failure its a
course if there is a failure its a
course if there is a failure its a public failure and then of course a lot
public failure and then of course a lot
public failure and then of course a lot of people like myself University
of people like myself University
of people like myself University Professors consultant st. we say we told
Professors consultant st. we say we told
Professors consultant st. we say we told you so we knew this was going to happen
you so we knew this was going to happen
you so we knew this was going to happen if you only spoke with to us in the
if you only spoke with to us in the
if you only spoke with to us in the first place well that’s not always the
first place well that’s not always the
first place well that’s not always the case you know companies that are
case you know companies that are
case you know companies that are bringing especially major companies
bringing especially major companies
bringing especially major companies bringing it new products or new
bringing it new products or new
bringing it new products or new campaigns test them they have the top
campaigns test them they have the top
campaigns test them they have the top creative mind stop marketing minds
creative mind stop marketing minds
creative mind stop marketing minds working on their behalf so how come how
working on their behalf so how come how
working on their behalf so how come how could you end up with failures let me
could you end up with failures let me
could you end up with failures let me give you one of my favorite failures of
give you one of my favorite failures of
give you one of my favorite failures of all time there was a beer in the States
all time there was a beer in the States
all time there was a beer in the States called Rheingold and you’ll the beer
called Rheingold and you’ll the beer
called Rheingold and you’ll the beer market particularly back then it was all
market particularly back then it was all
market particularly back then it was all about branding because all beers tasted
about branding because all beers tasted
about branding because all beers tasted this unlike today where we had craft
this unlike today where we had craft
this unlike today where we had craft beers and imported beers and whatever so
beers and imported beers and whatever so
beers and imported beers and whatever so Ryan Gauld was looking for a way to
Ryan Gauld was looking for a way to
Ryan Gauld was looking for a way to differentiate itself from budweiser and
differentiate itself from budweiser and
differentiate itself from budweiser and Shaffer and she’ll it’s the big brands
Shaffer and she’ll it’s the big brands
Shaffer and she’ll it’s the big brands of the time and I remember seeing these
of the time and I remember seeing these
of the time and I remember seeing these commercials as a teenager coming up
commercials as a teenager coming up
commercials as a teenager coming up coming up from the states over cable so
coming up from the states over cable so
coming up from the states over cable so you would see this beautiful Greek
you would see this beautiful Greek
you would see this beautiful Greek winning celebration you know in a hall
winning celebration you know in a hall
winning celebration you know in a hall and the bride and the groom and everyone
and the bride and the groom and everyone
and the bride and the groom and everyone having a good time and the tagline was
having a good time and the tagline was
having a good time and the tagline was in Chicago where there are more Greeks
in Chicago where there are more Greeks
in Chicago where there are more Greeks than in Athens that number one beer is
than in Athens that number one beer is
than in Athens that number one beer is wrangled
wrangled
wrangled there was one with a Jewish wedding in
there was one with a Jewish wedding in
there was one with a Jewish wedding in New York City in New York City where
New York City in New York City where
New York City in New York City where they’re more Jews than in Tel Aviv
they’re more Jews than in Tel Aviv
they’re more Jews than in Tel Aviv number one beer is fine gold and I
number one beer is fine gold and I
number one beer is fine gold and I forget which city was the Italian one
forget which city was the Italian one
forget which city was the Italian one but I get an Italian Wedding they like
but I get an Italian Wedding they like
but I get an Italian Wedding they like beautiful beautiful beautiful
beautiful beautiful beautiful
beautiful beautiful beautiful photography and the number one beer was
photography and the number one beer was
photography and the number one beer was Rheingold and I thought to myself at the
Rheingold and I thought to myself at the
Rheingold and I thought to myself at the time as this is really really beautiful
time as this is really really beautiful
time as this is really really beautiful stuff and showing different cultures and
stuff and showing different cultures and
stuff and showing different cultures and you know and how they’ve adopted
you know and how they’ve adopted
you know and how they’ve adopted Rheingold beer and what a neat way to
Rheingold beer and what a neat way to
Rheingold beer and what a neat way to differentiate yourself that campaign
differentiate yourself that campaign
differentiate yourself that campaign killed the brain why and it killed the
killed the brain why and it killed the
killed the brain why and it killed the bank Greek people living in Chicago
bank Greek people living in Chicago
bank Greek people living in Chicago didn’t want to be seen those Greeks and
didn’t want to be seen those Greeks and
didn’t want to be seen those Greeks and they don’t want to be identified there
they don’t want to be identified there
they don’t want to be identified there won’t be Americans plus the Italian
won’t be Americans plus the Italian
won’t be Americans plus the Italian people didn’t want to drink with the
people didn’t want to drink with the
people didn’t want to drink with the Greek people were drinking and the Jews
Greek people were drinking and the Jews
Greek people were drinking and the Jews didn’t want a drink with the Italian
didn’t want a drink with the Italian
didn’t want a drink with the Italian people were drinking and it was just a
people were drinking and it was just a
people were drinking and it was just a big mess and I guess at the core of it
big mess and I guess at the core of it
big mess and I guess at the core of it was the American melting pot idea yeah
was the American melting pot idea yeah
was the American melting pot idea yeah that you know down everybody melts in
that you know down everybody melts in
that you know down everybody melts in your American first and by singling out
your American first and by singling out
your American first and by singling out these groups it blew up in their face
these groups it blew up in their face
these groups it blew up in their face and I don’t know if testing would have
and I don’t know if testing would have
and I don’t know if testing would have picked up let me ask you a question if
picked up let me ask you a question if
picked up let me ask you a question if that ad campaign would it cause a
that ad campaign would it cause a
that ad campaign would it cause a different kind of reaction ie an uproar
different kind of reaction ie an uproar
different kind of reaction ie an uproar today because you’re even like sitting
today because you’re even like sitting
today because you’re even like sitting here you know in 2012 hearing that I’m
here you know in 2012 hearing that I’m
here you know in 2012 hearing that I’m like I’m sure the first time that you
like I’m sure the first time that you
like I’m sure the first time that you know the Greek Italian Jewish Korean
know the Greek Italian Jewish Korean
know the Greek Italian Jewish Korean whatever there’s somebody going oh my
whatever there’s somebody going oh my
whatever there’s somebody going oh my god why are we even not discriminating
god why are we even not discriminating
god why are we even not discriminating but maybe I mean you could be some
but maybe I mean you could be some
but maybe I mean you could be some somebody’s going to be and it’s not
somebody’s going to be and it’s not
somebody’s going to be and it’s not politically correct to do that but but
politically correct to do that but but
politically correct to do that but but this was really tastefully done okay you
this was really tastefully done okay you
this was really tastefully done okay you mentioned something grade which is going
mentioned something grade which is going
mentioned something grade which is going in the CMOS the adviser gonna take a
in the CMOS the adviser gonna take a
in the CMOS the adviser gonna take a short break we’re going to come back
short break we’re going to come back
short break we’re going to come back afterwards I want to talk to you about
afterwards I want to talk to you about
afterwards I want to talk to you about CMOS when they basically sit there chief
CMOS when they basically sit there chief
CMOS when they basically sit there chief marketing officers VP of Marketing
marketing officers VP of Marketing
marketing officers VP of Marketing researchers whoever and say to the CEO
researchers whoever and say to the CEO
researchers whoever and say to the CEO this is a bad idea I want to ask you if
this is a bad idea I want to ask you if
this is a bad idea I want to ask you if that ever means anything we’ll be right
that ever means anything we’ll be right
that ever means anything we’ll be right back want to get your opinion I’ll be
back want to get your opinion I’ll be
back want to get your opinion I’ll be right back after this
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