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What Is Chipotle's Failure?

955 Words4 Pages

The Sodastream video failed because it was predictable, it overtly endorsed the brand, and was ineffective in its critique of the way most videos go viral. It was also ineffective in advertising the brand as an underdog when calling out the big names (Coke and Pepsi). The easiest way to analyse the pitfalls of this ad is to compare it against a similar product competing in the same channel with a comparable ad but an entirely different level of success: Smartwater.

First of all, Smartwater was sly in endorsing their brand and creative in the way they critiqued what is popular and trending in the realm of viral marketing. With the overt use of YouTube Stars like Keenan and the double rainbow guy, puppies, dancing babies, reality TV sketches, …show more content…

Similar to the way Chipotle’s Scarecrow ad provided audience members visual aids to help them envision the problems with processed food, by enabling audience members to visualize waste and environmental degradation within our video we can effectively violate the reality our consumers are used to and provide impactful sensory cues which will ideally lead to an alteration in our consumer attitudes and behaviors. These sensory cues would also help drive our message home that there are viable alternatives to plastic, and that our product offers one of the best alternatives available.

This ad would be more likely to go viral because it does a far better job of abiding by the “Thou Shalts” of viral marketing than its predecessor. The message conveyed in this viral ad is ripe with social value; it presents its message in a memorable, intriguing, and original way; and the ad demonstrates its cultural awareness by taking advantage of heightened consumer awareness towards environmentally conscious

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