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Article: Red Lobster shifts creative to boost 'emotion quotient'; 'Go Overboard' humor didn't deliver 'core idea'.(News)(Brief Article)
- Article from:
- Advertising Age
- Article date:
- September 2, 2002
- Author:
CopyrightCOPYRIGHT 2002 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: KATE MACARTHUR
Red Lobster is ditching its two-year-old marketing theme after canning spokesman Chef Ned.
The change, a year after Mark McCallum's July 2001 arrival as exec VP-marketing, comes even though its ``Go Overboard'' campaign scored among the chain's highest in unaided awareness. Ken Mills, Red Lobster's VP-marketing, said the ads didn't build the brand and that consumers couldn't agree on what the brand represented.
``As successful as it may have been, the `Go Overboard' work didn't solidify a single core idea to wrap around the brand,'' said Mr. Mills. ``None of our emotional quotient was coming from the sea. [It] was coming ...