tag:blogger.com,1999:blog-10642706.post4492663045462864199..comments2024-02-25T03:52:26.176-06:00Comments on Signalwriter: Mucinex® AppallingRichard Laurence Baronhttp://www.blogger.com/profile/14971141017467268455noreply@blogger.comBlogger9125tag:blogger.com,1999:blog-10642706.post-52013293364986853252008-12-08T00:13:00.000-06:002008-12-08T00:13:00.000-06:00Thanx for the note, Betty - I haven't seen what ap...Thanx for the note, Betty - I haven't seen what appears to be (from your comment) any new Mucinex commercials. Merry Season...Richard Laurence Baronhttps://www.blogger.com/profile/14971141017467268455noreply@blogger.comtag:blogger.com,1999:blog-10642706.post-21510993126104012492008-12-08T00:01:00.000-06:002008-12-08T00:01:00.000-06:00I find their negative stereotyping of motorcycle r...I find their negative stereotyping of motorcycle riders in their recent advertising to be offensive, appalling and disgusting. Remember them? You bet. I rarely forget bigotry in any form...especially something as insidious as this type.<BR/><BR/>Betty B.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-10642706.post-59736162900621438712008-10-22T18:17:00.000-05:002008-10-22T18:17:00.000-05:00I think these are very clever commercals. They mig...I think these are very clever commercals. They might be disgusting but they are memorable. The fact that they are so different from any other ad just makes them easier to remember. That's why so many people remember Mucinex is for mucus build-up as opposed to Tylenol or Benadryl. Would you rember a kid coughing or a slimy glob of mucuc being blow out of it's home?Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-10642706.post-6440236219357491772008-10-22T13:59:00.000-05:002008-10-22T13:59:00.000-05:00Funny you should mention this campaign because I h...Funny you should mention this campaign because I have had the same issue(s). <BR/><BR/>It has been amazingly successful and I believe that the repulsion factor is its saving grace because, first of all, it can't be ignored. And isn't the first thesis of the ad manifesto "GET THEIR ATTENTION!" <BR/><BR/>Second, and this is conjecture, the repetition of the name seems to have been a great idea because it linked brand name to visuals (thesis #2!). Too often, despite a great commercial, the linkage (brand to image) is never established. <BR/><BR/>The other nite my wife saw this commercial and despite all her negative comments, she remembered the name. <BR/><BR/>In short, repulsion, handled well (a stab in the dark really) can generate great results. <BR/><BR/>But there is not pat answer to this question. Remember the lamisil (?) commercials w/those nasty fungus creatures that dug under the toenails (hurts just to mention it!). Also very successful and I remembered the brand even to this day!Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-10642706.post-76774525204256761072008-10-22T13:54:00.000-05:002008-10-22T13:54:00.000-05:00Hmmm, i've never heard it phrased that way before....Hmmm, i've never heard it phrased that way before. Is it because the problem is repulsive (mucus, roaches, foot fungus, etc.) or the marketing/advertising is repellent?<BR/><BR/>I was once told, when I was starting out, if you were marketing bug spray no one wanted to see actual dead bugs... so, at that time, the solution was to produce cartoon-like TV commercials showing talking, "scared" bugs. <BR/><BR/>Times have changed, though...if the product works we overlook the unsightliness for effectiveness.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-10642706.post-26759582750187715122008-10-22T13:48:00.000-05:002008-10-22T13:48:00.000-05:00I am not a big fan of "repulsion marketing" but fr...I am not a big fan of "repulsion marketing" but from a historical perspective there is real value in using it to promote products and services. For instance the whole Charmin bath tissue campaign "Don't squeeze the charmin" and Mr Whipple. If I recall correctly the American people generally didn't like Mr Whipple but it was a hugely successful campaign for Charmin. I even think it helped unseat the Scott brand from its number one position at the time. <BR/><BR/>I am sure that there are other examples that are more current. This was one that just came to mind when I read your post.<BR/><BR/>I have been increasingly interested in advertising as an area of study and the Charmin campaign was included in part of some recent reading.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-10642706.post-84546878760123753512008-10-22T13:45:00.000-05:002008-10-22T13:45:00.000-05:00Neat post... but from a friend... be kind to the ...Neat post... but from a friend... be kind to the regulators and FDA. In the pharma world...they are, as you know, the watch dog and are generally treated with respect. Drugs, whether over the counter or prescription are made safe by the FDA. Look what happened to infant milk and pet food in China.<BR/><BR/>We want the FDA to continue doing a good job for us. An FDA regulator can shut down any drug. Case in point for a few recent profile drugs coming off clinical trials that were not approved. Hope you are doing well.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-10642706.post-10657182229797970222008-10-22T13:42:00.000-05:002008-10-22T13:42:00.000-05:00While the yuck factor is unmistakable, what you're...While the yuck factor is unmistakable, what you're calling "repulsion marketing" is an evergreen strategy for whole classes of products and services. <BR/><BR/>Think bathroom cleansers (Clorox), pest exterminators (Orkin) OTC promoters like Reckitt, and, well, the list is extensive. The simple reason is that it works and the equally transparent reason for that is that problem/solution advertising establishes a very direct line between a sales objective and the sale itself – even if a few stomachs are turned along the way.<BR/><BR/>Not that grossing people out is the only way to fly in this area: problem/solution has, in a way, underpinned startlingly wonderful executions on subjects as diverse as milk (the deprivation strategy is a form of same, no?) to furniture (“unboring” from Crispin for IKEA, ditto) to, come to think of it, the very interesting “your dreams miss you” campaign from Rozerum. <BR/><BR/>Side note: very interesting article in the New York Times today, talking about the first-ever detectable decline in pharma sales, as people tilt in favor of food on table and gas in tank versus drugs in cabinet. Whether this prompts the category to amp up the hard “repulsion sell” or not is an open question. Although it wouldn’t be a big shock if it did.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-10642706.post-77750758365340583852008-10-22T06:19:00.000-05:002008-10-22T06:19:00.000-05:0010/12/07: Reckitt Benckiser Group plc (RB.L) (“Rec...10/12/07: Reckitt Benckiser Group plc (RB.L) (“Reckitt Benckiser”) and Adams Respiratory Therapeutics (NASDAQ: ARxT) (“Adams”) today announce that they have entered into a definitive agreement under which Reckitt Benckiser will tender for the acquisition of Adams for $60 per share in cash, representing a total consideration for Adams’ fully diluted share capital of approximately $2.3bn or £1.1bn. This transaction will be financed by Reckitt Benckiser by cash on hand and existing credit facilities.<BR/><BR/>The acquisition was completed 1/30/08.<BR/><BR/>According to a recent fact sheet, Reckitt Benckiser is now #2 worldwide in the sale of cough relief medicines. Spokes-thing "Mr Mucus" isn't pictured on www.reckittbenckiser.com even though Mucinex is one of the company's Power Brands.Richard Laurence Baronhttps://www.blogger.com/profile/14971141017467268455noreply@blogger.com