Louie The Lie
Have you ever noticed that when a brand uses social media to treat its customers like a bunch of chumps, it ends up regretting it?
The latest example is, of course, Mortein’s now backfiring death of Louie The Fly stunt.
From the moment the brand issued a press release from marketing director Chris Tedesco announcing: “It was a hard decision, but Mortein has decided to kill off Louie The Fly once and for all,” the whole thing smelled as bad as Louie’s favourite garbage pile.
For starters, it’s unusual for brands to have a press release ready to send out 37 minutes into the next working day after news has broken of them killing off their mascot, unless it was already written.
Need a “c” option. All of the above.
Why always so cynical Mumbrella? You need another poll option for great idea. For all anyone knows who is not part of either Mortein or Euro or Red this is a real campaign but you claim it is a hoax.
Though with you headline and tone watch the social media experts come out in force and try to lambast this for not being authentic. Pfffft while I am all for authenticity and truth in social media when it customer service, product information and corporate relations this looks like the start of the entertaining marketing campaign in a low interest category with a fictional brand ambassador. Relax with the social media expert pitchforks and enjoy it people.
Storm, meet teacup. You two play nicely now.
copy cat advertising at it’s worst?
We’ve seen this campaign work in a genuine way for Cadbury’s Wispa in the UK. Public backlash is something not to be underestimated and you can’t shout down the marketers that attempt to encapsulate this.
The ideas behind this stunt – and lets not pretend it’s anything but, were good, but was executed in a poor way.
My bigger concern is how alike this is to other campaigns; just because something worked else where, doesn’t mean it will work for you.
Give it some thought and come up with some new ideas, instead of picking a solution off the shelf
Otherwise I fear there may be more to add to ‘Australia’s 10 worst PR stunts’
@Katie i fail to see how Tim is being cynical. He is simply being observant and calling a dumb stunt for what it was. The real cynicism comes from Chris Tedesco and the mob at Red and Mortein for treating consumers like muppets.
If you want to see social media used in an entertaining marketing campaign with a fictional ambassador in a low interest category, take a look at what ING Direct is doing with Charles the orangutan
this is just lying
to be clear, when i say ‘ this’ i mean mortein and purporting to kill off louie the fly
mumbrella why are you so angry?
It’s the buzzing.