Ritz Slips Uneasily into Brand Mid-Life, Repositions as 'The Fun Cracker!'
On New Years Day, Euro RSCG, NY launched the Open for Fun campaign on behalf of Ritz. They told us it was "multifaceted" and "integrated," two slabs of PR bait that grip our attention like the iron hand of Russia. Watch the spots: Crummy, The Opener and Videogame. They're weird and, according to our friends the press people, operate on the premise that "95 percent of Americans want more fun."
And we totally wish we were making that up.
Comments
Do people "eat" Ritz Crackers any more... or do they just play with them? I can't tell from the commercial. So I'm wondering if Ritz believes that all "fun" is created equal... because sure, they're "fun" ads. A bit younger/cooler too (a.k.a. mid-life crisis). I see what they're going for, but don't ya think that "fun" (for any demo, if you're Ritz) should have been related somewhat to food (+friends, +entertaining, +++). Where's the PRODUCT support here? I can't see ANY of the "fun" benefits in this commercial coming to me as a result of buying Ritz Crackers. Kinda takes all the "fun" out of it.