Escaping the Drift - The Weekly Drop: Unlocking the Power of Controversy
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What is the main topic of this episode?
From the podcast that gets you from where you are to where you want to be, escaping the drift, this is The Weekly Drop with Jon Gafford. No matter what platform you're watching or listening to us on, make sure you like, subscribe, and comment. And now, The Drop. What's up, everybody? Time for your weekly drop from... My podcast, it takes you from where you are to where you want to be. And I got to tell you, man, I'm a little under the weather today. I'm feeling a little rough, feeling like I don't want to do this. But you know what? Like anything great in life, if you don't want to do it, that's when you have to do it. And last week was Thanksgiving, so we didn't do an episode. So I was like, you know what? I'm going to come down to the studio. I'm going to tough it out.
I'm going to be there for you guys today. And I want to talk about something. You know, as fast as the news cycle moves, I need you guys to go way back in time for me. Way back in time to last week. Because things come in and out of the news so fast. I know that. But this was pretty big news last week. And I really thought a lot about it. And I wanted to see what you guys thought.
Why did Jaguar's controversial ad campaign spark discussion?
So if you didn't see it, everybody did because everybody was talking about it. But Jaguar came out with a new branding package last week that was really bizarre. It was like off the wall, like crazy gender bending, you know, actors and models. And it had nothing to do with a car and just a really artsy, super over the top type ad that came out that they did. And they got blasted. And every talking head from Charlie Kirk to Fox News, everybody was talking about this. Everybody was talking about it. And they were saying how stupid they were, how the election was proof that the woke culture was done and people don't want this anymore and why would you do this and this and that. And I saw it instantly for something completely different. And this is what I saw it for.
One of my good friends, Dallas McCray, always used to say, man, you ain't got to worry about how people talk about you. It doesn't matter if you're talking good or talking bad. It's when they stop talking about you, you got a problem. And I looked at that. As soon as I saw the Jaguar ad, I thought about that. When's the last time you thought or talked about Jaguar? And the answer is probably you didn't. And if you look at some major companies through the years and over the history of these big companies, sometimes people got to a point where they're like, we need a little bit of buzz. We need some buzz. We got to do something kind of off the wall. So today what I'm going to talk about is why I think Jaguar did that and how important it is in some ways that you can create buzz for whatever your company is and whatever your company is doing and how to do that now. So the very first thing I thought about when I saw the Jaguar ad was new Coke. And for those of you that are younger and youngins, if you will, you won't probably remember this.
But back in the early 80s, when we had horse-drawn carriages and whatnot, no, I'm just kidding. But back in the early 80s, Pepsi started doing these taste tests everywhere, these blind taste tests against Coke. And they were heavily advertising these taste tests because people kept picking, in a blind taste test, they would pick Pepsi, which had a higher sugar content in it than Coke did.
What lessons can we learn from the New Coke saga?
So Coke comes out and says, for the first time in 100 years or whatever it was, we're going to reformulate our product and we're launching new Coke. And then they put out this new, completely different tasting formulation of what they had. They discontinued the original stuff. They got rid of it. And everybody started talking about Coke. I mean, people were like, this is not as good, blah, blah, blah. And it was like upheaval over new Coke. But everybody was talking about Coke. And this was before the internet, before all that stuff. So this was literally just like mouth-to-mouth, hand-to-hand. The TV would talk about it, but whatever. It was just such a huge buzz over this product. And then what happened was this.
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Chapters
7 chapters
1
What is the main topic of this episode?
0:00–1:00
2
Why did Jaguar's controversial ad campaign spark discussion?
1:00–3:30
3
What lessons can we learn from the New Coke saga?
3:30–5:41
4
How can creating buzz benefit a brand?
5:41–8:45
5
What role does exclusivity play in marketing strategies?
8:45
6
How does Apple maintain excitement around product launches?
7:21–7:43
7
What are some effective strategies to create brand buzz?
7:43–14:20
Speakers
1 identifiedMore from Escaping the Drift with John Gafford
The Gordon Ramsay of Addiction - Robb Kelly
How She Sold $2.5 Billion On TV Using This Pitch Formula - Dr Forbes Riley
From Cybersecurity to Golf Apparel - Scott Martin
The Infomercial King's Fall and Rise – Kevin Trudeau
From Rock Bottom to Reinvention – Tamara Thompson’s Turning Point
From Bankruptcy & Trauma to $150M Brand - Suzy Batiz on Intuition