Interesting article today about Parkay, in light of the discussion yesterday about margarine brand management at Unilever. Their new campaign combines a return to an old brand element, the talking tub, with a rational ingredient reason to believe Parkay tastes better - It's the milk! (Marketing Daily, Nov 24, 2008)
The Parkay "talking tub" is back for the first time in six years, just in time to celebrate the 35th anniversary of its first appearance on TV. A new commercial featuring the loquacious container began airing Monday and is scheduled to run nationally on both daytime and cable television, as well as online.
In addition to its 1973 debut, the tub has previously been used in campaigns featuring Laurel and Hardy (1982), Deacon Jones (1983), William Daniels (1990-91), Crystal Bernard (1997) and Al Franken (1999).
The campaign promotes a new formulation of the ConAgra brand that includes nonfat milk to enhance creaminess and texture. The new product is the only one in the margarine/table spread category that currently includes milk. Nonfat milk was used "specifically to avoid any fat in the finished product," although the marketing is more focused on milk as an ingredient than the fact that it's nonfat milk, according to ConAgra spokesperson Jeff Mochal.
Parkay continues to play off of its longtime brand message: "The label says Parkay, the flavor says butter." The new 15-second commercial features a dairy farmer being startled by an unusual moo coming from the Parkay Talking Tub in one of the stalls of his barn. The tub tells the farmer that the new Parkay is "better." The farmer responds: "You mean 'butter,'" to which the tub responds: "Parkay." A voiceover explains that the new product contains milk "for a fresh and creamy taste."
ConAgra VP, general manager Karl Sears described the talking tub as "iconic" and "the perfect ambassador" to tout the enhanced Parkay.
The last talking tub campaign, in 2002, focused primarily on in-store promotions--which used technology that enabled the tub's voice to call out at shoppers as they passed the dairy case.
Do you think this could work for Parkay? Why or why not? Once you post, we'll see what Justin DeGraaf thinks....
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16 comments:
I think this is a great idea. Like most guys, I prefer butter over margarine any day. However, watching your calorie intake never hurt anybody, so finding a healthy yet tasty alternative to butter would be great. Most "spreads" on the market don't taste much like butter, but I do like that they don't rip my toast. I haven't seen the commercial yet but it sounds good. A talking margarine tub could be pretty funny. Overall, I think this is a great idea. I can't remember any margarine brands really pushing the "made with real milk" idea yet. I think it will serve them well. I'd buy it.
This campaign could work for a temporary boost to revenue. Some people may remember the original advertisements and get sentimental, even though I find that idea somewhat ridiculous. Things or animals that talk have done well in the past - Geico's Gecko and AFLAC's duck. I'm not sure people will necessarily catch onto the fact that Parkay is the only margarine with dairy. Country Crock has pictures of a dairy farm on their packaging, even though it has no dairy. It's a confused market. I didn't really understand the difference between margarine and butter until Justin came to our class.
The talking tub might be successful in giving some character to the butter/margarine industry, but I'm not sold as to how effective the milk differentiator is going to be for Parkay. Nonfat milk is not especially known for its creamy taste, so unless Parkay actually does taste creamier than other spreads (whether it's a result of the milk or not), I think any incremental gains would be short-lived.
I think this could work because the milk element differentiates the product. I would try it because it might taste better than the Brummel and Brummel I currently use. I think the advertising is 'cute', and could work because it touts the differentiating milk factor.
I think this campaign will be effective because it's the return of a popular campaign. Many in our generation remembers this campaign as children, and now as parents, it will bring back some nostalgia. The fact that Parkay will be using milk in their ingredients is also a benefit because it will be an ingredient consumers will recognize. Especially, again as new parents, consumers will want ingredients that they recognize to feed their children. For those that are unfamiliar with the original campaign, this will be a great introduction, especially with a new recipe strategy.
I think this has a very good chance of working for Parkay. I can still remember these adds and feel that many other consumers will remember it as well. Reverting back to an old, successful campaing could give Parkay the ability to draw in the consumer base from the past. In a world surrounded with advertising campaigns, it is sometimes nice to see something you recognize. The milk aspect is different from most other margarine brands and will also bring a comfort to the consumers. Consumers understand milk, often times they don't understand butter or margarine and what's in it.
I think the talking tub is a creative idea and will definitely create interest amongst consumers. Those consumers that remember the talking tub will pay closer attention to the commercials because it is something that they remember from their past. The consumers that are not familiar with the talking tub will most likely be intrigued and will watch the commercials much more closely to figure out what this talking tub is all about. After paying closer attention to the commercials, consumers will then learn about the added benefit of Parkay's margarine-it is made with real milk. With the increase of people wanting to eliminate the amount of preservatives and "junk" from the food that they consume, the Parkay margarine using real milk will satisfy and meet the consumer's needs and wants. Overall, I think they will have a strong campaign because the ad is creative and the product is strong and one-of-a-kind compared to its competitors.
I think ConAgra is smart for bringing the talking tub campaign back to consumers. Some consumers will instantly make the association between the talking tub and Parkay as a brand, and perhaps some of those consumers will think "Hmmm, I haven't tried Parkay in awhile, maybe now is a good time." Nostalgia can certainly affect some consumers that way.
But I'm not sure I completely agree with ConAgra's decision to promote the new formulation, which includes nonfat milk. As someone who previously worked with clients in the dairy industry, I know that some consumers are very loyal when it comes to "real" dairy versus "fake" dairy. I realize the new formulation contains real milk, but I think in the mind of some consumers, they simply do not view margarine/spreads as "real" dairy and to see a campaign that tells them otherwise could be a bit confusing. I do believe there is a draw for some consumers who will be curious about the new and improved taste. I am curious to know who Parkay is trying to reach: heavy margarine/spread users, butter users who may switch, etc. I'm not sure this campaign will produce a large amount of switchers from butter to Parkay.
In fact, I think it could open the door for butter producers to come out with campaigns touting the fact that butter is the only "real" dairy product in the butter/margarine/spread section of the dairy case.
It's definitely an interesting concept to move to a talking tub, but I think the message they are trying to get across is good. I think this should work to increase sales. People want to feel like they are getting fresh ingredients, and informing the consumer that Parkay is "made with real milk" is a good way to reeducate consumers who think that margarine is a chemical product. I think it is an effective strategy.
I never watched enough TV for a talking tub to mean anything to me so that aspect of it does nothing for me. I do like the claim that highlights the presence of milk in the spread though. My perception is that if it doesn't say "butter" on it, it is pretty much a bunch of chemicals. Smart Balance's "mess" that is all over their package does what I think Parkay is trying to do here more explicitly. The 29 claims on a SmartBalance package tell me I don't have to choose between flavor and health benefits anymore. Parkay seems to be going the same direction--but they are definitely taking it slow. I'd be curious if they might be more effective making a more dramatic move.
Maybe I missed the boat on this one; however, I'm unfamiliar with the "talking tub." Nevertheless, it was obviously a successful campgain with high awareness and recognition. Like Country Crock's tub, Parkay has brand equity it its packaging. Any way to leverage such equity, is a smart idea in my opion.
Regarding the use of butter vs. margarine, I believe this is a smart move on behalf of Parkay. As Justin pointed out most people are unaware of the ingredients in margarine, and default to an answer of "chemicals." Of late there has been documentation right or wrong, that butter is actually "healthier" for you. In other words, Parkay's use of butter has salience in regards to it's ingredients and may have a positive health connotation for some.
I like this ad. I remember those ads with the talking tub, and I think a reintroduction of a recognized message will resonate well with consumers. I also think that they are very smart to highlight a point of differentiation, the fact that they use milk as an ingredient, in their messaging. This will set their product apart from the competition.
I think the campaign could be a success based on the increased health awareness of the US consumer. Personally, when I am shopping for margarine/butter, I pick a product that provides good taste with moderate nutrition.
I acknowledge that margarine/butter is not typically seen as healthy. I have noticed, however, that many brands have come out with line extensions that tout either non-fat or nutrients. A personal favorite of mine is Country Crock's Calcium line. Although I know that I eat minimal amounts of maraginer and that any nutrients are likely overshadowed by oils and fat, I still prefer to buy a product that has something good in it.
I think that Parkay's strategy gets at this issue through its emphasis on milk and buttery taste. This equity isn't shared by other brands, so this characteristic should offer Parkay a real point of differentiation.
I think this could be an effective campaign. Even though I never heard of the talking tub or this product in particular, its claim about being the “only margarine using milk” makes it interesting because it changes the perception that margarine is made up of chemicals. On the other hand, as many have mentioned the campaign can bring some memories back and that helps to build on the brand equity of the product. I like butter but I could try it and my loyalty would then be based on its taste.
I think focusing on the milk in Parkay is a great idea. Right now, my perception of margarine is that it's a lot of oil and other unknowns. I would rather purchase a product with a dairy base.
Additionally, I think bringing back the familiar talking tub will attract those who had since forgotten about the product.
I think this campaign is a great idea. I prefer margarine to butter but only due to the high calorie and fat content within butter. A margarine with dairy elements would be right up my alley and definately something I would purchase if I was targeted with the right advertising. However, I dont know if this type of advertising is something that appeals to me.
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