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Advertisers,
performers, broadcasters and coaches involved with the 2005
Superbowl demonstrated several marketing and management lessons
during the course of the game. Stay with a winner.
This year's Tabasco commercial demonstrated how one can maintain effectiveness
by carrying over successful elements to a new campaign. In 1998, Tabasco
ran a simple, wordless Superbowl ad that was both entertaining and effective at
communicating the brand’s primary benefit.
The 1998 Tabasco commercial shows a
man sitting, eating pizza on his front porch. Before each bite,
he splashes on a liberal dose of Tabasco sauce. A mosquito flies
in, bites the guy on the hand, and flies off. A second later, we
see the mosquito explode in a mass of flames. Cut to the guy
chewing and smiling, Tabasco bottle clearly displayed on screen. It doesn’t get any simpler than that.
In 2005, Tabasco used that same simple,
wordless format for another Superbowl commercial, this time a bit more
entertaining for the men. It is immediately apparent that this is a Tabasco commercial.
The
opening shot scans a fair-skinned lady sunbathing in a Tabasco-logoed
bikini. She gets up, walks into the bungalow, shakes a few drops of Tabasco into
a shrimp dip, stirs, bites, and saunters over to a mirror to check out the sun’s
affect. Her sunscreen seems to have worked until – whoops – she tugs back a
spaghetti strap. Turns out, she’s forgotten to protect underneath and is burnt
red from that darn Tabasco bikini. All this to the tune of “Burn, Baby Burn.” Same format, same effectiveness, different appeal.
When developing your own marketing strategies, think about what
has worked in the
past and how you can reuse effective elements in a different
campaign or program.
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