It is true that having a bit of an outrageous angle to your marketing can work wonders in getting attention.
It can make you stand out from a sea of me-too marketing, lukewarm offers and overcrowded markets.
However, too much of a good thing can be detrimental too.
Take this Lithuanian ad for a mineral water for instance (yes it is a real product, let’s assume the ad is too):
You have to admit it’s pretty funny, over the top and definitely wakes you up. 🙂
But two and a half minutes of this is a bit much, fatigue sets in at the one minute point or so.
The problem is, the clip sure is funny, but it’s so over the top it makes the product less believable.
Who cares, you might say, it did the job after all, and the piece has become a bit of a viral thing.
Well, if the purpose of an ad is supposed to actually sell more of the product, then I must assume there are better ways.
Looking at the Vytautas web site, they cite so many benefits they could easily make another video about how it alleviates stress, cures the hangover and re-hydrates you after sauna.
Maybe that’s their plan – get the eyeballs first, then do the actual marketing. If so, well played, Good Sirs.
A dash of the outrageous helps you get attention and grab your market by the eyeballs – just make sure you’re able to follow up with some real marketing and compelling offers.