Miracle Whip Strikes Back!
November 13, 2009
Last month, Stephen Colbert mercilessly mocked Miracle Whip‘s new TV commercial on his Comedy Central show.
Yesterday, Miracle Whip struck back with an open letter to Stephen Colbert in newspapers yesterday threatening to “dominate the airspace” on his show to expose his viewers to “hardcore Miracle Whip attitude and revelry.”
Dear Mr. Colbert,
Recently on your show, you tapped into a sore spot in our nation’s psyche: the eternal struggle between mayonnaise and Miracle Whip. And surprisingly, for a man of your impeccable intellect, you’ve chosen the wrong side. A side doomed to a painful, drawn-out, utter and complete defeat. Like the Plantagenets in the Hundred Years’ War. Or whichever on was the cat in “Tom and Jerry.”
Mr. Colbert, we found your attacks a little harsh, occasionally funny, and at times, wholly inaccurate (for the record, our target is 18-35, not 34). But unlike most advertisers who are so mayo, who would back down at the slightest whiff of controversy, and pull their advertising from not just your show but from your entire network and all its sister entities – we intend to do the opposite.
On Thursday, November 12, we will dominate the airspace on your show. With every commercial break, your viewers will be exposed to hardcore Miracle Whip attitude and revelry. You will see our legion of (as you call them) “mayonay-sayers” snarfing sandwiches topped with our one-of-a-kind flavor in a very cool and totally hip way. They will be in your face and massively dope. It goes without saying, they WILL NOT TONE IT DOWN. And you will begin to see the soft, bland white walls of the mayo empire begin to collapse under the weight of its own whipped-egg pretentiousness.
Think about it, Mr. Colbert. In a sense, we will own you.
We’re on a mission. We’re taking no prisoners.
We’re raising Hell, man.
THE BOLD MARKETING TEAM AT MIRACLE WHIP
Comedy Central’s responded right away in the afternoon to MW’s letter with the following statement on their blog:
Well, now MW has responded with the big guns. That’s right, they’re buying up a bunch of ad space on tonight’s Colbert Report. Aw snap! It’s like they say, you mess with the bull, you get the giant horns made of ad revenue.
Living up to their open letter, MW dominated The Colbert Report last night by airing three new commercials.
I honestly don’t know if this is a parody or not — a big part of me hopes that it’s authentic… But regardless, what a smart and creative way of expanding out MW’s campaign in traditional media that spot-on supports their new strategic positioning and message – “We’re Miracle Whip and Will Not Tone It Down”. Great job Bold Marketing Team At Miracle Whip!
JennKim @ Exit 163 