Doritos, brand recall, and learning science retrieval

Does this mean that: Retrieval of brand name = Better learning of the brand = More likely to buy the brand?

The new Doritos anti-ad (#LogoGoesHere) campaign features everything surrounding the brand, but never shows or says the brand name. They show the red and blue bags, talk about the flavor and what the chip looks like, etc. but never say the name.

Per Ad Age, “Doritos is the latest brand to acknowledge audience distaste for overt advertising with its latest strategy—it’s dropping its logo from its new campaign.”

Maybe.

Or maybe they hired some learning scientists.

Brand Recall

In marketing, when we talk about brand recall, we’re usually referring to a consumer recalling (unaided by the logo, etc.) the brand name. Examples:

  • “Can you get us some chips for the party?” “What kind?” “Uh, how about some tortilla chips and some Doritos.”
  • “You know, those triangle chips that have a nacho flavor.” “Doritos.
  • “Remember how we always got chips with our hamburgers at Mary’s house?” “Yep, whenever I have a hamburger now, I always want Doritos.”
  • “I need chips” (writes Doritos on shopping list).

The general idea is: If your brand is the one they recall, they are more likely to buy it.

But learning science takes it a step further.

Learning Science Retrieval

Retrieval is the process of calling up a memory, which can be a piece of information such as a brand name.

There are generally two types of retrieval

  1. Recognition – Where we “recognize” the information as familiar or the information that we were looking for.
  2. Recall – Unaided, we bring up the memory of the information.

As an example, on a test, a multiple-choice question is recognition

Question 1: Nicole’s last name is:

a) Finkel

b) Finbruner

c) Finkbeiner

d) Fink

(correct answer: c)

With recall, a retrieval question is usually a free form response. Example:

Question 1: What is Nicole’s last name?

(blank space where the user would manually write or type “Finkbeiner”)

Studies have shown that retrieval increases retention of the content (increased learning).

Putting it all together

The Doritos anti-ad (#LogoGoesHere) campaign could be considered a form of retrieval. Which leads to an interesting question:

If Brand recall = Higher sales

and

If retrieval = Increased learning

Does this mean that: Retrieval of brand name = Better learning of the brand = More likely to buy the brand?

Hopefully, Doritos or someone with money and time is studying this.  This could have interesting long-term impacts on marketing and advertising.

 

 

 

Coors Light ad has more nods to women than just the “being done wearing a bra” part

A friend of mine recently co-founded the Alewives Podcast to celebrate “beer, history, beer history, and the women who make them” and that’s got me thinking a lot about beer marketing and advertising.

The Coors Light “The Official Beer of Being Done Wearing a Bra” advertisement above stands out, as many have commented, because it’s a far cry from the usual “beaches and bikinis” portrayal of women we often see in mass-produced beer advertising.

But while everyone is focused on the end, where she takes her bra off as a relaxing (and non-sexual) gesture, I noticed two things earlier in the advertisement that are also strong signals to women:

  • :06 mark: As she takes off her shoes, we see a bandaid. If you’re not familiar with the “heel bandaid” they are worn because the backs of some shoes rub on your actual heel and it causes pain and blisters. It’s very common with high heels and thus something many women can relate to. Side note: If you can relate to this, heel grips are a beautiful thing.
  • :03 mark: I could be wrong about this one since we don’t see a dog later in the ad, but the painting of the dog on the wall looks like it came from a “Paint Your Pet party” to me. These parties are where people bring their own food and drinks and take a class where they learn to paint. They tend to be especially popular with women.

And there are a couple of subtleties when she opens the fridge (:10 mark) that are worth noting:

  • There is a bottle of white wine that she reaches past to get to the Coors Light beer, subtly offering a contrast to the traditional expectations that women reach for wine to relax.
  • The fridge has fruit juice, salads, some sort of takeout, and an apple in it. While I’d argue fruit juice isn’t healthy, the foods we associate with health around the Coors Light cans in the fridge gives the beer an association effect of healthiness.

While I recognize there have been some criticisms of the ad, I think it’s a well thought out, well-executed advertisement by Coors Light and Leo Burnett.

Good in theory, bad in execution

I often use this phrase when something that involved a solid plan with great thought behind the plan turns-out badly.

One of the main reasons that I like this phrase is that it acknowledges that strategic thinking may not always yield good results. And, if something does go wrong, there may not be someone or something responsible for the issue.

Examples:

  • A public relations director planned the perfect timing to distribute a press release to maximize news coverage. And, two hours after releasing it, a major community leader’s house burned down, taking all attention away from the release.
  • A bride and groom can plan their wedding for the time of year with the least likelihood of weather issues, and a fluke weather pattern can still create bad weather that day.
  • A retirement planning firm bought ads during a TV show series. In the ad, they positioned their financial planner, named Mary, as someone you could trust. One of the episodes of the TV show, unfortunately, was about a famous cult leader also named Mary and how she duped so many out of their fortunes.

You can almost always learn some things from incidents that execute badly, despite the best planning, but sometimes they are simply flukes. The trick is to know the difference.

5 million U.S. households without TV. My house is one of them.

A laptop sitting on a chair hooked up with an HDMI cable to live stream content.
Bye bye expensive TV service, hello HDMI cable. Photo from flickr: tawalker

 

USA Today  published an article about the 5 million U.S. households without TV. I’m very proud to say that my household is one of them. After interviewing more and more college students (my target audience) without TV, I decided to try it . It was a struggle at first because I was so used to relaxing in front of the TV, but now I can’t imagine having TV service.

 

Some notes on the lifestyle:

– I physically HAVE a TV, but if you turn it on, nothing happens. But, I can play DVD’s on it and hook up my HDMI cable to stream anything from my computer to my TV. Some of my friends have taken it even more to the extreme by removing their TV altogether.

– I find I read a lot more now, which is great!

– I can live stream pretty much anything I could want (presidential debates, etc.). The only time it failed me was my Thanksgiving tradition of making fun of the poor people freezing in the Macy’s Thanksgiving Day Parade. The live stream wasn’t working.

– In the rare event that I want to watch a sporting event live, I go somewhere and watch it, which is no different from what I was doing before because I wouldn’t pay for ESPN.

– It doesn’t limit my capability to keep up with advertising trends since so much is also online now.  If someone mentions a particular commercial to me, I’ll bring it up on YouTube. If I see an ad campaign that intrigues me, I’ll go online to check-out their broadcast ads.

– My only costs now are my internet service and my $8 something a month for Netflix. I’ve heard rumors that cable companies are trying to figure out how to charge people like me for watching so much online, but I haven’t seen anything concrete yet other than faster speeds costing more.

– As the article points out, I’ve often thought about what I’ll do when I have kids. Although, I had two four-year olds running around my apartment this weekend and I found, in the absence of any toys, that Netflix’s Batman cartoons worked really well to keep them busy for a while.