Two ads recently came to my attention and both aim to make you feel bad about your lifestyle choices in order to effect a change in your behavior. Maybe if you feel bad enough you will buy their product or use their service. The companies in questions are Qdoba and Fitness First.
Qdoba launched their “Sad Packer” campaign recently, which seeks to demoralize consumers who pack their own lunches everyday. Qdoba’s unconventional approach is trying to drum up interest in their $6.99 lunches. Personally, this ad would’ve been more effective if they had released it before our current economic downturn. I think consumers who are desperately trying to find ways to curb expenditures may find this offensive. However, the advertisements will get them thinking. The Denver Post reports that Qdoba will be utilizing “radio ads, which ask listeners if they stink up briefcases or eat alone.” Overall, I think this campaign is funny. Qdoba definitely sounds more appealing than making my lunch at 6:30 in the morning.
Fitness First, a health club in the Netherlands, recently launched a campaign centered on bus stops. They equipped the benches at these stops with a scale that displays the riders weight for all to see.
I think this might encourage someone who is a little overweight to consider signing up at Fitness First, but I think this approach will offend far more potential customers than they had hoped. However, Fitness First must be happy with all of the free press coverage resulting from this campaign. It will not only help the Netherlands branches it will also benefit their other branches located in 16 additional countries.
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