Tuesday, April 2
Bacon Flavored Scope
"Fool me once, shame on me. Fool me twice ..."
This was exactly my reaction when I started to see the flurry of activity over the past few days around the launch of new Bacon Flavored Scope. At the very first glance, I thought "hmmmm." But then when I saw how aggressive the online campaign was becoming, I became suspicious. Not even realizing that it's almost April Fools' Day.
I sniffed a hoax mostly because I had been "gotten" so bad by Vitamin Water Nap a few years ago ... they got me so bad that I even wrote a blog post about how brilliant the new product innovation was. A water that helps you fall asleep.
I have to say that this new one from Scope was sheer perfection. The brand started building momentum well before April 1st, well before the likelihood of being a hoax was on people's minds.
But the notion of a mouthwash having a bacon flavor? The brand even had that covered with a story about how much people love bacon. It was a full on social/digital assault. It really wasn't until April 1 when it became so obvious and the story was "out."
It's awesome to see a brand with a sense of humor ... one appropriate to both the brand equity and to its target audience. It didn't have to try to hard to be cute and clever; it almost came naturally, which is also pretty incredible for a brand this old.
Well done, just like I like my bacon. What's your experience? Jim.
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur