I saw this ad on a phone kiosk recently. And didn’t like it (part of it). But I also liked it (a different part). Here’s what I mean:
The headline, “Grab life by the nuts,” is in bad taste, generic, off putting, unseemly, inappropriate and well, you certainly can tell my point of view, whether you agree or not.
Yet, I like their tag line a lot. “Ingredients you can see & pronounce.” Competitive, intriguing, truthful, human.
What’s particularly odd to me is that when you go to their website, their story says, “KIND was founded on the principle of holistic kindness, and we pride ourselves on creating new paths that avoid false compromises.” And they have an interesting ongoing promotion using the theme “Do the KIND thing” that is involving and relevant. They even have a nice play on “nuts” on the website with “They say it's the nuts that change the world.”
But all this is completely at odds with the tone of their kiosk headline. It’s as if Jekyll and Hyde were their ad agency.
When you have a chance to go for the cheap shot, the shock for the sake of shock, settle down and see how it fits into the character of your overall brand message. Then don’t do it.
Got the idea?