Bad branding causes Diet Dazzle to lose its luster

Share this content:
Bad branding causes Diet Dazzle to lose its luster
Bad branding causes Diet Dazzle to lose its luster

Diet Dazzle launched a new branding campaign to build brand recognition among diet soda drinkers. The racy campaign, “Don't You Want to Be Dazzling?” played off a Bond girl-type theme and created buzz across social networks. People were sharing links to its site, which included a photo gallery of “Dazzle Girls” and pithy videos about what it means to be a Dazzle Girl. Parody videos cropped up, depicting Diet Dazzle drinkers as attention-seeking bimbos or gold diggers looking to stay thin to nab a man.

In spite of the spoofs, Diet Dazzle brand manager Jim Brewster was pleased with all the social interactions—and brand recognition was skyrocketing. That meant he and his team would score a big bonus. Their variable compensation was based on the percentage increase in brand recognition.

But soda sales were stalling, not growing.

So Brewster asked Stella Torino, director of customer engagement for Dazzle's parent company Refreshing Beverage Corporation (RBC), to conduct a consumer survey about the brand. Torino's team gathered feedback via email and social channels from existing and prospective customers. A common theme emerged: Although the brand name had become top-of-mind, women were embarrassed to purchase the soda based on the image of a Diet Dazzle drinker created by the marketing campaign and the related spoof videos. Instead they were buying competitors' beverages.

Torino reported her findings to Brewster with a recommendation that he get a new campaign into the market as quickly as possible. He thanked her for the idea, but said he planned to continue the campaign as long as it continued to meet his team's goal: brand recognition. He implied that women would “get over” their embarrassment.

Realizing that the company was losing money as a result of the campaign, Torino was surprised that Brewster would continue to run it. Should Torino discuss her findings with RBC's CMO, or should she leave it be on the assumption that as brand manager Brewster knows what's best?

What would you do?

Click here to see what our readers had to say.

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above