"Miracle Whip is America!"

The other day I was watching TV when this Miracle Whip commercial came on. The set up of the commercial really threw me off guard. Instead of paying celebrities to endorse their products and have them say how wonderful the product is, Kraft did the complete opposite. The commercial was comprised of three famous TV actors, Amy Sedaris, Pauly D, James Carville, and others who expressed their opinion on Miracle Whip, regardless of whether their opinions were good or bad. In fact, the beginning starts off with a quote saying on scale for 1-10 on how bad Miracle Whip is, the rating is a 22! I was so surprised and confused about what Kraft was trying to do with their marketing scheme. Why would they include countless videos of NOT just people BUT celebrities saying how much they despise their product? Then the tag line came…Are You Miracle Whip?

The debate between Mayo and Miracle Whip has been going on for years. Miracle Whip being the more tangier and sweeter alternative to Mayo. Kraft understands this competition and expands on it in such an ingenious tactic. It doesn’t just exemplify one side of the argument but both. By stating how their product isn’t for anyone, includes a feeling of exclusivity. They include the idea that if you do wind up liking Miracle Whip it makes you unique. And as Americans we love to be different and original. We enjoy the belief that not everyone likes the same things we do, or in fact that people actually hate them. The unconventional idea to have people bash your product in the commercial is so creative that it sticks in your head. The comments weren’t simply, “I prefer Mayo”, they actually talked about how much they truly detested the product. These videos were then followed by others claiming it was the best invention since toilet paper. By including the sharp contrasts, Kraft devises a marketing plan that not only catches the viewer’s attention but convinces the viewer to go out and “pick your side” of the argument. Kraft doesn’t care if someone buys Miracle Whip and ends up hating it because the consumer ended up buying it regardless. In addition to the case where they may end up preferring the taste to traditional Mayo. Never have I ever been so interested to try a sandwich condiment, but I truly am curious to taste the difference! See for yourself and decide, which side are you on?