The
Liquid Plumber
Liquid
Plumber Double Impact Snake and Gel system is an affordable and suitable alternative
to hiring a plumber. At a price of around twelve dollars, compared to varying
labor prices of an actual plumber ($50.00+), Liquid Plumber seems like the
better choice. Liquid Plumber is essentially used to unclog drains through the
use of a 23” deep-reaching tool to dislodge the clog and a powerful gel to
flush the rest away. The product in itself seems easy enough to use, and one
that I would prefer to use over hiring a professional. Although, after watching
their newest commercial, my attitude[1]
toward the attitude object[2]
has drastically changed. When watching the commercial, I felt a major
Disconnect between the product and
the Value-expressive function[3]
of my attitude.
I
felt that the commercial was heavily sexual, and inappropriate to be
broadcasting on standard television channels during daytime TV. As of now, the
commercial has been banned and can only be seen online, which is a much more
appropriate setting for it’s explicit innuendos and content. It seems that
Liquid Plumber was trying to create a viral advertising campaign (which they
did, with over 1M views) but I feel it has tainted their brand/product image.
During the ad I was not focused on the product or its uses but rather on the
content of what I was viewing. The commercial gave no factual information about
their product or product line, and essentially made a mockery out of the
product they were trying to advertise. Overall my affect[4],
behavior[5],
and cognition[6] were tainted
after watching the advertisement.
Overall
the message had a negative affect[7]
on my attitude toward the product and the brand, through lack of
factual/functional information, inappropriate content, and humorous appeals[8].
On a scale of 1 to 7 (where
1 is extremely dissatisfied and 7 is Extremely satisfied) my satisfaction with the
product is a 2. On the same scale as stated above I would rate my likelihood of
going back to this firm a 5, and my likelihood of recommending this product is
a 1. It is crucial for a brand to evoke trust and morality in their consumers, while
still staying true to the brand. Liquid plumber failed at this attempt, they
went for cheap laughs and have ultimately damaged the integrity of their brand.
[1] A lasting,
general evaluation of people, objects, advertisements, or issues.
[2] Anything toward which one has an attitude
[3] Expresses
consumer’s values or self-concept
[4] The way a consumer feels about an
attitude object.
[5] Person’s
intentions to do something with regard to an attitude object.
[6] Beliefs a
consumer has about an attitude object.
[7] Undesirable
feelings towards a product/brand due to their positioning
[8] A marketer’s
use of humor to appeal to customers within their advertisements.
No comments:
Post a Comment