Wednesday, January 9

Kendall for Proactiv

Many of us in business live (and die) by a simple premise: under promise and over deliver.

Under promise and over deliver. When it comes to marketing, we are all better off by over delivering on what we tell people we will do. It makes for a successful brand. Never disappoints.

We saw a good example with Kendall Jenner and Proactiv this week, at least according to the social media reaction to her brand activity.


It all started with a big promise from Kendall's mom, Kris Jenner, who sent out a post over the weekend announcing a soon-to-come announcement from Kendall where she will showcase her struggles and her vulnerabilities to the world like never before.

Whoa. Seemed like it was going to be something big. Or at least that's how social media read it.

Turns it that the announcement is that Kendall is the latest spokesperson for Proactiv, because she too has suffered from acne.

Now acne is no small issue, I can tell you that from personal experience and from years of marketing many an acne brand. Acne is a big personal struggle and it makes anyone extremely vulnerable. It's a big deal and it's a big deal that one of the biggest models in the world is talking about her personal struggle with it.

The problem is that Kendall isn't the first to speak out about acne and she's not the first spokesperson for Proactiv. Justin Bieber, Britney Spears, Adam Levine, etc etc. So the drama of this particular announcement from Proactiv didn't live up to the expectation that was set. According to social media's reaction, it didn't live up to Kris's promise.

Despite the true severity of acne, the promise was bigger than the delivery. A good lesson learned for us all in marketing.

What do you think? What's your experience? JIM.

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