What went wrong? Execution or Insight?

The recent campaigns by #Kellogs & Cadbury Oreos and caused polarised views. Especially the Kellogs campaign. The terms #OG and #LIt are very relevant to Gen Alpha and Gen Z consumers. Maybe even the Millennial.

But there communication has to have a reason to believe, a brand connect and a consumer insight rooted in it. The concept of these 2 communications and the execution have hit wrong buttons.

Interestingly, I over heard 8 year olds speak about the Pikachu-Oreo campaign. They were discussing that since #dark fantasy exists, Oreo needs to do this to get ahead and have people buy their cookies. Some of them said, I dont like Pikachu so I wont buy and some said I like Dark fantasy so I wont buy.

Insight resonant,Creative execution gone wrong ?

The goal of any promotion can be anything from across the funnel. For the Oreo one, its clearly for resonance and relevance. -increasing sales. But this promotion seems to be in the middle somewhere. Using terms like LIT is trying to be GenZ and but the creative itself looks like its burning its own cookie. I feel in Cadbury oreo's cake, execution has gone wrong.

They could have shown celebrations. Many different ways of showing this is so LIT ! Just doing a literal translation of LIT may look at lip service or just not really connecting with the consumers on what LIT is. If they were trying irony that is also lost.

Interestingly there were 100 searches for Oreo pikachu in google keywords in India as of last week.

The need is flesh out the Term and its meaning. LIT means superb, a great time, associated with super lative emotions. Pikachu has its own fan following and communities, but not sure they would buy the cookie just because of the promotion.

Insight resonant, Creative execution gone wrong.

In Kellogs's case, the term has been used to reenforce the product as the OG breakfast option. While that is not necessarily a differentiated insight, it is a campaign trying to associate the term with the brand.

Cornelius the Cockere features alongside the OG in the Kellogs's name. To some it could seem like clever thinking. But in today completely crazy,AI times, consumers are not surprised by anything. Its going to take a lot more to think creatively.

The campaign has sparked interest which is also good since now everyone wants to seek it out. Wonder if the intent is to just say TOP or create some noise.

Every campaign must ultimately fulfill some objective. Should be beyond being TOP.

Infact, Cadbury's payday was a great example of how you take context and create campaigns.

One step at a time. Dont target 2 segments. Both campaigns tried to target 2 communities with the same promotion.

Should have stayed with OG and done creative renditions of it.

Should have stayed with LIT and done creative renditions of it.