The reactions to Buondì Motta marketing campaign are the emblem of our country, more intoxicated by respectability than by sugar.
Torrents of words, but dead-end discussions. Indignation for the exploitation of the “Mulino Bianco family” values (happiness, obedience), young girls, mothers and fathers sacrificed on the altar of creativity; and even the working class is involved: poor unfortunate postman.
Last Christmas, Motta created an equally provocative campaign, magnifying its traditional and tasty panettone, made of butter, eggs and candied fruit… as opposed to the vegan panettone.
That initiative already caused stir. I remember acidic comments from fundamentalist vegans and the traditional champions of minorities, which were offended by such audacity.
However, if Motta has just relaunched with Buondì, I think that their Christmas results had been positive.
Otherwise they would have fired the Marketing Director on the spot, changed agency, and now they would have come out with a dull but politically correct campaign.
Well, the point is precisely this: what’s more important: not being criticized or the results?
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What is the purpose of a marketing campaign, as well as any promotional action?
The only consideration that makes sense, provocative or not, is related to the RESULT of the campaigns.
It applies to Motta and to any other activity aimed to acquire customers.
The yardstick is very simple:
If in the end the income growth of Buondì will be higher than the expenditure for the marketing campaign, Motta will have won.
Otherwise, it will have lost.
Everything else is just a bunch of useless chatter from those who have never had to sell a product.
And I don’t even give a damn about brand awareness for its own sake.
Brand awareness is certainly a fundamental asset, but it’s useful only if it generates demand, not as an exercise of self-celebration.
Because as long as the price of Buondì on the supermarket shelves will be expressed in euros and not in “Brand Awareness”, for me as a mean person and moreover Genoese, it’s the money that matters.
If you are not convinced, one of these days try this experiment: send Pierino to Esselunga to buy Buondì without giving him the money. Before he leaves, you tell him:
Pierino, when you’re at the counter, just say that you’re ‘aware’ of the brand, and you’ll see that they’ll give you snacks even without paying.
Then let me know if he’s back home with the snacks.