Marketing Consumer Behavior

Popular Consumer Products

In its effort to market to a younger demographic, Miracle Whip, Kraft Foods' popular condiment sauce, released an advertisement featuring a young crowd at a party and the narrator advising, "Don't be ordinary, boring or bland. In other words, don't be so mayo!" Stephen Colbert, comedian and TV host, defended mayo thereby garnering publicity. Miracle Whip, in response to the scathing criticism of the ad, launched a "Love us or Hate us" campaign disclosing favorable and unfavorable feedback, and directing consumers to vote online. Examine this case and discuss:

• In what way is Miracle Whip using reference groups and opinion leaders?
• Do you think these groups will influence other consumers to purchase a low-involvement product like sandwich spread?
• Name another brand that you see who is trying to build a brand community and explain how.