Thursday, July 26, 2007

Rats, My Product Tie-In Killed My Sales

It's a proven formula, take a well-known movie, particularly a kid's movie and tie your product to it. McDonald's has done it with Shrek. Burger King is aligned with the Simpson's movie.

This summer's hot Disney-Pixar movie is Ratatouille (pronounced Rat-a-too-eee), about a Rat named Remy who dreams of being a big-time fancy chef. Ok, cute movie. My daughter has the Wii video game.

Now let's say you're the maker of a new Chardonnay and your marketing person brings you the idea to name your new product, Ratatouille and put a picture of a rat on the label. Do you:

  1. Fire your marketing person; or
  2. Yell, ahah, and start sketching the new label.
Oh, and you're selling the wine at Costco...

Seems like a questionable strategy to me, but they are certainly getting coverage out of it. And Fat Bastard Wines continues to do well even if it makes me think of the Austin Powers movie, so quirky can work. But Rat wine, at Costco... I don't know... Take the poll on the right hand side and let me know what you think.

~Jim Tobin
Life Is Marketing