Controversy Aids Orville and Crispin

Nothing warms the coccles of a marketer than a controversy that will shine the spotlight on your product. As a marketer I have often struggled with this need to heighten the level of public awareness without going too much outside the boundary. So when some one comes along and criticizes yur work in a public forum, the marketer should thank his lucky stars that it was they who were picked for this public drumming, for the one big benefit of the public drumming is "raised awareness".

A recent case in point is the controversy stoked by Copyranter on Gawker. Copyranter decided that (s)he did not like the Cirspin Porter + Bogusky execution of the new Orville Redenbacher ad which ressurected the dead Mr. Redenbacher. That was enough to make Ken Wheaton of the venerable Ad Age to pickup on the story and put it its website. Sure enough, the ad is drawing attention from others such as Patrick, USA Today and James Lilek(including me).

Ken's article is sub titled, "How not to sell popcorn 101".

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