Liberty Cablevision Misses Their Mark

No Lucky Charm for Liberty CablevisionCrema, Cremita, Avena, or if you prefer Oatmeal, was never a big item for breakfast in the childhood home of Señor Don Dees. Nope, for me it was cold cereal. Which now that you think of it makes no sense at all. In the midwest of the United States were I grew up, it's cold over half of the year, but we eat cold cereal. In Puerto Rico, where it's bake your brains hot, well, pretty much all year long, mothers give children hot cereal. Go figure!

Anyway, some of my favorites were the obligatory Captain Crunch (with Crunchberries), Frosted Flakes (Zucaritas), and Fruit Loops. But probably my all time favorite was Lucky Charms. A delightful concoction of toasted oats and marshmallows. I mean come on, when you're a kid getting your Mom to let you eat marshmallows (read candy) for breakfast was pretty clever.

But in this classic post by Seth Godin, he uses a story about how a teenager he was talking to about Lucky Charms wasn't even aware that they were "Magically Delicious." Which is, of course, the slogan General Mills uses in all of their advertisements for the cereal. See here for an example: Don't you just love YouTube? The point here is that General Mills has spent millions drilling that slogan into everyone's head and yet, a typical teenager doesn't even associate "Magically Delicious." with Lucky Charms. Here's Seth's take (which is as sweet as marshmallows in the morning):

"Some marketers are still relying on the idea that they can drill a catch phrase or benefit or USP or differentiation into our heads through ceaseless ads. It sure worked on me.

Is this the core strategy behind the growth of your business?

Not sure it's going to work any more."
Liberty Cablevision's 100% Campaign

Recently I started seeing some intriguing advertisements (teasers actually) announcing something BIG and NEW. I was hmm, I like big news, I wonder what it is? In terms of marketing, I was right where the advertiser wanted me. However, when I finally got to see the big news, the only thing big about it was the amount of money they were spending. The ads were from Liberty announcing that "Con Liberty puedes disfrutar el mundo al 100%." I was like uh huh, and so what? Where's the marshmallows? Where is anything in this new ad that zaps me in the ass like a cattle prod to call Liberty immediately?

So let me get this right, I think? I only subscribe to Liberty's BitTorrent choking Internet service. They have 3 products VoIP, cable, and Internet. So I'm only enjoying 33% of my world? But you want to know the real killer? We were actually talking seriously about upgrading to there triple offer of all three products. If they had announced some inspiring offer, I'd have called immediately to upgrade. Instead they have started drilling into my head that with Liberty I enjoy 100% of my world. Here's news for you Iberty, I enjoy my world just fine without you.

Conclusion

At times marketers can really hit the mark, as an example the old ladies advertising SunCom or Mr. I-lim-i-tado. Both of these ads had people copying them when they come on the television, repeating them voluntarily, and even copying them. Unfortunately for Liberty, I'm afraid that your new campaign misses the mark by 100%.

Flickr Creative Commons Contributor: kaibara87