on Sunday, November 01, 2009
Kingsmill confession's is really bugging me.
What were they thinking? Who has confessions about bread? The answer: not the majority of the people who buy the product, in fact, not many people in general!
The actual confessions on the site seem a bit forced, even fake. For example:
I lock myself in the stationery cupboard at work so I can enjoy my favourite sandwich in peace and quiet"
Here is some of the more "real" confessions that have been posted as comments on YouTube:
"I wipe the under side of my balls with kingsmill gold........it's very refreshing"
"Kingsmill confessions haven't posted mine up about me being a former employee that used to jizz in the dough."
"I wipe my arse on kingsmill.... its soft and very absorbent"
Well, I guess the last one isn't so bad. At least they got the message that the bread is soft.
People will remember this campaign for all the negative jokes it's generated not the actual confessions on the website.
Damage to the brand? I think so.
Engaging customers with your brand is important but I think a lot of brands need to assess if what they are doing is truly engaging. Good engagement is viral, you tell your friends, and you share it. I doubt confessing your bread sins on a website is something you would mention to your friends, unless you were telling them one of the jokes above.