Fowl Language: Marketing Upsets Some, Gets National Exposure
A convenience store chain’s billboard advertising its fried chicken sandwich is ruffling the feathers of some residents. Sheetz unveiled the “Crispy Frickin’ Chicken” billboards at the beginning of February.The campaign consists of 100 billboards placed locations that carry the sandwich, spokeswoman Monica Jones said Thursday. The campaign is aimed at young adults, and the company did not intend to offend anyone, Jones said.
“We’re kind of known for edgy, kind of brash advertising tactics, and we knew this would spark a certain amount of controversy,” Jones said. “That said, we’re proud of the campaign.”
“Frickin’” is an polite euphemism for the f-word. While it’s use might offend some, Sheetz one-hundred billboard marketing campaign has generated national exposure far beyond the price of their advertising.
Takeoffzone on March 1st, 2008 2:23 pm
In order to attract people’s attention, one has to be very ingenious these days, and it seems that Sheetz has achieved just that with this innovative marketing campaign. It is an example we should consider when creating attention grabber ads. Thank for sharing. – Javier.
Jose on March 2nd, 2008 9:03 pm
Hi,
Being english not my mother language, I suppose that the target is the “frickin’ ” word.
And supposing that it may be associated with the “F” word, I don’t think that the word ITSELF is that bad.
I think that the F word is so common in USA media (namely in films) that no one pays attention to it.
Here in Portugal, our equivalent to the F word, although commonly used among informal talks between acquainted people and friends, it’s still considered too vernacular to be used in the media like what happens in USA; although it is of course.
I think that nowadays we’re on a situation that the line between good and bad taste needs to be carefully pondered.
What is important is not to fall into fall moralisms because there are more important things than words on paper, things like character.
So, lets keep a balance on things and time will tell.
Have a nice week,
José
Steve on March 3rd, 2008 9:26 am
You know, this isn’t as bad as the Carls Junior ads. I am truly tired of watching disgusting chomping of burgers with the fixin’s dropping all over … it’s just no worth it.
I won’t eat at Carls Junior, and tell everyone I meet why.
These forms of advertising are just going to increase because of those that say, “It’s the only way to get attention.” I disagree, this is just laziness in advertising, and there are so many more companies that get attention and _do not_ resort to hitting the consumer below the belt.
Just look at the “SEO Ad” folks and the banners, avatars, and ad blocks … yeah, you’re that “hot”, uh-huh … :)
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