Monthly Archives: May 2008

Miller Chill

Miller Chill I’ve seen the ad a couple of times and, obviously, the Brazilian samba (meaning the lyrics are in Portuguese, not Spanish, in case you don’t know that we speak Portuguese in Brazil, not Spanish) playing on the background is what gets my attention. Then… I remember… ahh… it’s beer and it’s ¿Se Habla Chill? campaign… for the Hispanics… the ones who speak Spanish… not Portuguese… how confusing!!! Are they trying to be global here? Appealing to “all” Hispanics? The Spanish and the Portuguese-speaking ones? If so, they still have long ways to go.

I wonder if the intended audience of this campaign is having the same confusing reaction. Can they be annoyed by the samba on the background? Ohh… yes, they can!

Shame on you Saatchi & Saatchi… I thought you had transcultural-competent people at your offices. What a lazy job, if you ask me.

Something else missing here… taste testing. I hope Miller did some taste testing before rolling it out, because I’ve already found some negative reviews of the product on this blog. To me, the whole concept of Miller Chill (like Tequiza) just does not appeal. It’s not beer (the way beer is supposed to be), no matter how golden it looks. It’s a hybrid drink… a confusing alcoholic beverage just like its confusing TV ad.

Adding a piece of lime to the beer is something that’s culturally ingrained in Latin America, mostly Mexico. Latins (Mexicans) do it because they like to add a bitter/citrusy taste to it (or whatever the reason may be)… but when they are on the beach, sun bathing, relaxing, chilling, having a good time. Mixing lime juice in the beer and buying it at the supermarket is an ENTIRE different product and experience.

Marketers, please listen… not everything can be packaged or bottled! Corona did a phenomenal job because it showed Americans how to drink beer in the Latin style… by just adding a piece of lime. Corona did not invent a lime-beer. Very different approaches.

The case for “Originality”

Be original

I’ve been thinking about writing about the political campaign for quite a while now, but never got to it because I had to much to say (and write), which was getting a bit overwhelming. But, I have finally narrowed all my thoughts down to one simple angle: Originality.

The way I see it, it’s a simple equation:

Obama = original = victory

Clinton = unoriginal = defeat

Why is that?

Because times have changed. People are more empowered, more knowledgeable (blame it on the Internet) and more demanding of leaders who actually speak TO them (Obama) and not AT them (Clinton); leaders who see from the people’s eyes (Obama) and not over people’s heads (Clinton); and leaders who are charismatic (Obama) and not scripted (Clinton).

No matter how much we go around and spin the truth, we all know that at the end of the day we:

· Make friends with people we like

· Hire people we like

· Choose leaders we like

· And so on…

Charisma is a very critical quality of a leader and I don’t see that in Clinton, and neither do many other people who have chosen to vote for Obama because he transpires confidence, originality and charisma.

We can also make the case for originality in the business world. We all know that consumers are in control and therefore we must work with and for them and not against them and for us, the companies. Only companies smart enough to be and/or become original will have a standing chance in this new business world dynamic.

Classic examples are:

· Apple = original = consumers are fans

· Microsoft = unoriginal = consumers are buyers

· Zappos = original = consumers are advocates

· Footlocker = unoriginal = consumers are buyers

Etc, etc, etc… we all know which companies are original and the ones that are not.

In today’s business world, we don’t want just buyers, we want consumers who like and cherish us the same way we like and care for them, genuinely.

What’s most astounding to me is that even though we have the power of instant information at our hands and know of the changes happening in society, business leaders still refuse to accept that the old-school business model DOES NOT work in today’s world. It’s “people” as usual…

How long can these companies go without realizing that? I hope not for too long, otherwise there won’t be enough interesting companies with interesting products/services.

Just my $0.02.