I'm sure many of you have seen the new series of Jack in the box commercials. And in my opinion they're day I say... genius. The most recent is my favorite and it has come up in conversations more than once. Mini Buffalo Ranch Chicken Sandwiches don't only look delicious but come with a great song that's stuck in your head as you're munching away at an interesting combination of Franks RedHot sauce and ranch (mouth watering yet?? no no, didn't think so).
The campaign for these mini sliders- which started surprisingly close to Burger King's own campaign- has proven very beneficial for Jack in the Box. So is Jack in the Box the new hearty, delicious meal? It made me think right away of the salmonella scandal that shocked the American Junk Food industry some years back. Jack in the Box headlined the salmonella scare and customers steered away from the chain like college freshmen run screaming from the library.
So how much does it really take for a company to come from the dumps in terms of perception to being wholly forgiven? How relevant is brand relevance, and as consumers how much are we willing to forgive the brands on which we rely? Sending people to the hospital due to negligence seems like a red-flag for consumers- but is it really? Jack in the Box has "reinvented" itself, both in terms of campaigns and "quality". And now everything is peaches for them.
So that's it then? A few clever commercials and all is forgiven? I'm not sure what this all means to the state of brands in the United States, but people always seem to rely on brand perceptions when making decisions. How far do we really divulge into the brands that we choose on a daily basis?
Think about it,
DVN
0 comments:
Post a Comment