I found a clever print ad for Heinz Hot Ketchup today on Adgoodness. I think it's definitely attention-grabbing, but I'm not sure if it delivers the message accurately. I don't know if that really makes a difference in this case though. Take a look at the ad below.
What do you think? I'm assuming that Heinz Hot Ketchup is "spicey hot" not "temperature hot", which is what made me originally think when I first saw this ad that it sends a confusing message. In other words, my first reaction was to think that Heinz Hot Ketchup would have to be "temperature hot" to burn the hot dog. However, people often say that spicey foods burn their lips and mouths, so I guess the message is clearer than I first thought.
That leads me to another question though - how many people are going to think this ad through like marketers do? Not many, so with that in mind, I think the ad works.
Yeah, but you know that burning sensation when you consume anything that is "spicey hot?" They're playing around with the vocabulary. I mean, the other heinz ads that feature the same strategic idea won awards so I'm assuming it's sending out a positive message to the consumers.
Posted by: Ian B. | September 22, 2008 3:15 PM | Permalink to Comment