Marketing Case Blog Follow Up
I just finished my presentation on the controversial "Just Do It" advertisement. The advertisement was centered around Colin Kaepernick, who was one of the most talked about men in the world when he knelled for the National Anthem. This is the link for the video: https://www.youtube.com/watch?v=-hIc_epqfI0
The advertisement included some of the greatest athletes in the world (Lebron James and Serena Williams) and some of the greatest comeback stories (wrestler with only half his body and 1st round NFL draft pic with only one hand). When most people think of Nike commercials they think of intense workout scenes or game on the line type of scenarios. This ad was a refreshing change up that so many people could respect. It sends a good message to all ages and genders. This was a great way to show customers that when you buy Nike apparel, you are connected with some of the greatest athletes in the world. Nike's value proposition is to "just do it, no matter how crazy the dream is".
Even though the commercial had a great core message, there was still people who took the commercial as a great insult. There is some extremists that think Colin Kaepernick disrespects America and everything we stand for, so they jumped to the conclusion that because he was the center of the commercial that Nike is disrespecting the U.S. as well. The backlash actually helped Nike in the long run though, it just increased their publicity so more and more people saw the ad. When people heard there were some customers that were boycotting Nike, people came out and decided to show support for their courage of showing the ad. Nike sales dropped immediately but after a week their sales surged 31%. Just looking at the numbers anybody can agree that the risk and reward for Nike was well planned out by their marketing team.
The advertisement included some of the greatest athletes in the world (Lebron James and Serena Williams) and some of the greatest comeback stories (wrestler with only half his body and 1st round NFL draft pic with only one hand). When most people think of Nike commercials they think of intense workout scenes or game on the line type of scenarios. This ad was a refreshing change up that so many people could respect. It sends a good message to all ages and genders. This was a great way to show customers that when you buy Nike apparel, you are connected with some of the greatest athletes in the world. Nike's value proposition is to "just do it, no matter how crazy the dream is".
Even though the commercial had a great core message, there was still people who took the commercial as a great insult. There is some extremists that think Colin Kaepernick disrespects America and everything we stand for, so they jumped to the conclusion that because he was the center of the commercial that Nike is disrespecting the U.S. as well. The backlash actually helped Nike in the long run though, it just increased their publicity so more and more people saw the ad. When people heard there were some customers that were boycotting Nike, people came out and decided to show support for their courage of showing the ad. Nike sales dropped immediately but after a week their sales surged 31%. Just looking at the numbers anybody can agree that the risk and reward for Nike was well planned out by their marketing team.
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