Fewer Unpopped Kernels

You’re an agency and you’ve just landed the Orville Redenbacher popcorn account. During the brainstorm session, someone says “Let’s have Orville Redenbacher in the spots!” Don’t let the fact that he died 11 years ago stop you.

CP+B apparently aren’t content with just having the Burger King creep you out while watching the teevee. Now they’ve re-animated Orville Redenbacher.

Yes. Re-animated. They’re using “cutting edge technology” to stick him in the spots. Apparently, it’s the same technology Andrew McCarthy used in “Weekend at Bernies”

There’s a backlash…and here…and here…and here…and basically all over.

Using a “real” person as the core of your brand will eventually hurt you….because while the company may live forever…people don’t.

The company that has pulled off a “re-animation” is Kentucky Fried Chicken. While John Y Brown milked The Colonel for all he was worth while he was alive…Pepsico, Tricon, Yum!, etc really used him up. The cartoon-hipster-Randy-Quaidish Colonel image is nothing like Harland.

And that’s eventually what will happen to Orville Redenbacher…and Dave Thomas….and Dr. Z…oh…wait.

Chris Houchens is a marketing raconteur & writer. Connect with him on Twitter or Facebook.

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