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There are tremendously important activities today, which must be studied, to ensure that a promotional strategy, such as a can of Kellogg’s, really meets the objectives of the brand.
3 There are crucial activities today that define the importance that a brand like Kellogg’s should think about when activating promotions.
4 A bad promotion occurs not only with a bad product, but also with a bad strategy.
Kellogg’s activated an original promotion, only this has disappointed by a can which has turned out to be smaller than what is actually shown on the box where it is sold.
Special editions are an interesting promotional strategy with which consumer brands manage to move the inventory of their products, only when it is poorly implemented, it ends up with a terrible conversation on social networks.
Kellogg’s, we cannot question it, is one of the leading brands in the cereal aisle of supermarkets, so the volume in demand for this brand is enormous and when it hits or misses with a promotion, the conversation unleashed is wide.
The last case evidenced is a promotional tactic with which he sells two cereals that include a collection can. In the image of the packaging you can see the metal container that gives the appearance of measuring half the size of the cereal box, so many people are attracted to buy it, however, when Daniel L. bought his promotion, he realized that that the size of the can did not correspond to that of the image, in fact it fits in his hand, as evidenced in the complaint image.
This fact is an unfortunate incident that reminds us of how important communication has become in the day-to-day life that is carried out by consuming supplies and how, based on this conversation, dynamics are established to which brands have to be attentive.
The case of the can that disappoints due to its design is added to other incidents where a bad promotion not only occurs with a disappointing product, but also with a dynamic that ends up being questioned.
A case of this type occurred with a bad activation that La Casa de los Abuelos implemented years ago, when it tried to join the social conversation that was triggered in March 2021.
On that occasion we detailed that promotion strategies are no longer actions that were only limited to triggering sales or brand recognition, now these have been defined as part of a communication strategy, with which empathy with the consumer is sought.
Given this, it is interesting to limit what activities help to be able to relate to the audience and, most importantly, how to ensure that bad promotions do not end up impacting the identification that manages to be established in order to understand the role played not only by the agencies in charge of these tasks, but also by the responsible for taking in-house measures aimed at these results.
With the case of La Casa de los Abuelos being a very good one, we studied the relevance of understanding the context for a promotion strategy, because otherwise the impact ends up affecting a brand when its intentions pursued other objectives.
The restaurant chain made the decision to offer a 30 percent discount on coffee and bread to women on March 9, as an action that was simply not understood, since the call on that day was for a strike, not to consume in restaurants.
Due to the bad strategy, the brand ended up responding and assured that it listened carefully to the comments of its guests, for which it clarified that the promotion sought to recognize the women who had to leave home that day, so in the end they recognized that the “promotion failed to convey what we were looking for and we realized that we were wrong.”
The occurrence became an important guideline through which brands manage to build elements of value, through which actions have been developed that must pursue increasingly relevant objectives.