I thought the IBM ad from a few days ago was one of the worst I've seen in the past few months, but that was until I read today's Wall Street Journal. Hmmm - does anyone think it is a coincidence that I find bad advertising in newspapers? Here's a hint for you wannabe marketing geniuses - try spending the money online. You'll know how many people saw the ad, how many times someone clicked on the ad; plus you get to, now hold your breath, animate and use a lot of color in the ads. WAHOO.
BAD ADVERTISING - COURTESY OF KETEL ONE
I know what you are thinking, stop picking on the vodka advertiser, but this ad is really, really bad and an absolute waste of media dollars. In today's WSJ on page A11, the marketing geniuses for Ketel One, bought a full page ad. What they did with that ad can hardly be described as advertising. The ad pictured to the right (I had to take a photo to show you that I didn't make this up) takes advantage of about 1/3 of the page. I guess advantage should be used sparingly as they did with the space. The ad, in black and white and Gothic styled letters says:
DEAR KETEL ONE DRINKER (at first I thought this was going to be a competitive ad)
YOU KNOW THAT FEELING WHEN YOU HIT ONE OFF THE SWEET SPOT (is this about drinking or something else)
THAT'S HOW IT FELT WHEN WE BECAME THE PREFERRED VODKA OF THE PGA TOUR'S TOURNAMENT PLAYERS CLUB (oh this is about golf)
That's it friends. No call to action. No competitive copy. No reason why I should drink Ketel One. No reason why it tastes better than all other vodkas. In fact, the ad isn't even "really" addressed to non-Ketel One drinkers. The only point of the copy is to announce that Ketel One is the Preferred Vodka of the PGA Tour's Tournament Player's Club.
Now maybe this ad would mean something if they won some award from the PGA Players for having the best tasting vodka. However, that's not the case. This is just a simple PGA Sponsorship which means that Ketel One spent the most money or gave the best deal to the PGA. Read the article Ketel One Vodka enters multi-level relationship with PGA Tour courtesy of PGA.com. Still don't believe me. Check out their site at www.ketelone.com, if you can stand the navigation, to find no mention of this award.
Copy should include a call to action. Creative should be selling something. Try using more than 1/3 of a page of a full page ad buy. How about competitive advertising?
Still can't figure this out? Fire your agency and save the money for something more important during the year. How about run some full page ads on pga.com and test the internet out?
Since I have a lot of visitors to this page today, I made a follow-up post called Dear Ketel One Readers.