Benjamin Moore jumped into prankvertising with a great creative concept that garnered some decent momentum. But sadly, the brand missed the opportunity to link the creative to the message (UltraSpec 500 goes on fast) and/or leave the viewer with an emotional connection to the Benjamin Moore brand.
It’s great to see some big brands jump in the game, but some old-school brand-building ground rules still apply: don’t let your creative overwhelm the objective, whether it’s a product message or a brand equity build. Benjamin Moore gave 100K viewers a great prank to share, but got little in return. Trick, or treat?
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