Don't you love it when a client decides to rebrand themselves to appeal to a completely different demographic? And don't you love it when they make a feeble attempt to position their product as 'edgy'?
If you do, you'll love the new Miracle Whip.
Miracle Whip, that pseudo-mayo substitute, has decided to reclaim the golden days and has, in a fit of madness, positioned itself in the hipster 18-to-34-year-old demographic. They've even come up with a social application (Zingr), cause you've got to have an app to compete these days...
The TV ads tout the 'new' Miracle Whip with what sounds almost like a call to arms - manning the barricades to defend our taste in spreadables sounds kind of...silly. This is not a form of protest, it is not a social movement and it is definitely not a way to set oneself apart. It's Miracle Whip. It's a spreadable topping. That's all.
The new label and logo are eerily reminiscent of the old label and logo while trying to maintain some kind of vintage street cred. At least I think that's how they described it in the focus groups. Sure they've moved away from the seizure-inducing background art and type, but it doesn't change the taste of the product. And I'm pretty sure it won't mix well with Pabst Blue Ribbon or whatever this weeks hipster beverage of choice is.
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