The Secret Ingredient? Miracles.
So I’m watching the pre-Oscars coverage on TV Sunday night, not particularly interested in who designed the ladies’ dresses, though Tim Gunn at least made it bearable. Then it happened.
The commercial.
People debating about their love or hate of Miracle Whip. Let me start by saying I’m definitely not a Miracle Whip fan. Never have been. But to see the passion these people had, whatever side they were on, was just good stuff. Now I realize they’re paid actors, but this to me was a ballsy spot. I mean, how many marketers do you know who would allow both sides of a conversation, a debate, to happen on behalf of their brand? Allow negative reactions to my product? Uhhh, no.
But that’s it exactly. For a real conversation to happen, there has to be two sides. A little tension, but in Miracle Whip’s case, without the nastiness of politics. Just the politics of condiments, which to me is much funnier.
So many brands are trying to make themselves relevant, and are scrambling to jump on the social media bandwagon to do it, but in all honesty, the overwhelming majority totally miss the mark, because when you peel back the covers, there’s nothing interesting there. Just because it’s in the social space doesn’t mean it’s worth talking about.
I think what Miracle Whip has done is find the perfect conversation, which by the way is based on an essential truth about Miracle Whip: people either love it or hate it. In the Swizzle Collective office, we had this same conversation. One partner saying Miracle Whip was one step away from that nasty Thousand Island-tasting goop on Big Macs, to another partner claiming how the addition of Miracle Whip changes the whole flavor profile of a sandwich, how it’s an extra ingredient, unlike mayo, which is basically sandwich glue.
My favorite lines from the spot:
1. Miracle Whip tastes like… lotion. But sweet. And who wants a sweet lotion sandwich?
2. Miracle Whip tastes like disappointment. Like spreadable disappointment.
3. The secret ingredient? Miracles.
And then the line near the end that tied it all up nicely for me:
We’re not for everyone.
Marketing 101 would tell you to avoid the negative like the plague. Thank God this marketing director said no thanks and embraced the truth. Gave it a bear hug. I think this is a conversation that will continue, and I honestly hope it helps Miracle Whip sales.
And I hate Miracle Whip, so that’s saying something.