I heard an ad on the radio this morning for Lip Ice and it caught my attention because I initially thought that it was a ridiculously stupid and risky advert.
However, while slightly tacky and a little too animated to be completely sincere, I appreciate the sentiment and main message of the ad to consumers: the brand apologised to consumers, or more particularly (if I heard correctly) original Lip Ice fans, for taking the product away.
I have scarce information about the story behind this initiative, but I think that a little bit of honesty goes a long way as opposed to bombarding my ears and mind with some fake, window-dressed promise that seldom gets fulfilled.
The advert began with an outraged (and slightly over-the-top) guy calling the folks at Lip Ice to complain how silly and horrible they have been and how unacceptable their actions have been for taking away the (yet) un-named product.
Jayne: “Gee, there’s gotta be one killer pay-off line here to dig that brand out the hole they’re digging themselves into.”
The ad ends with the reassurance that the original Lip Ice is back and an apology.
My unresearched take on this ad is a positive one- it sounded like a brand responding to consumer demand for the product. If so, then what better way to respond than to say, “We messed up, we know, and for that we apologise. However, we’re back because you want us to be.”
On the other hand, if the brand equity was previously relatively non-existent and the relaunch of Lip Ice products (research) is assuming die-hard loyalty, I fear this campaign is a tad ambitious and wish them all the best.
I really hope I’m not disappointed this time…
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