Does Your Brand Take Itself Too Seriously? Don’t.

One brand that ‘gets it’ in my mind is the 501C3 charity Kars4Kids. From all indications, they are an amazing charity.  They have created a buzz-worthy calling card – a catchy (in my humble opinion, in a bad way) jingle. The jingle only needs to be heard once, and it will knock around in your head for days. To be clear, this is not “I’d Like To Buy The World A Coke.” I have taken to tweeting a few bars – just to get a reaction from my Tweeps. It works every time, and in the process I lose followers.

When Kars4Kids (no I am not misspelling Cars) released a new commercial last week, they immediately felt the wrath of the Internets. Rather than fight it or ignore it, they met it head on by issuing a blog post: “Ten things more annoying than the Kars4Kids Song.” Even more impressive is that they engaged various blogs and Tweeters that took umbrage with the new song by linking them in their ‘Ten Things’ post. Kars4Kids didn’t care that one of the blogs (my own, The Sports Hernia) used colorful language in describing the new song,  or that one of the dissenters was Donnie Wahlberg of New Kids On the Block.

Bottom line: Kars4Kids ‘gets it’.  They managed to turn a negative into a positive and they don’t take themselves too seriously. I think it is important for brands – even charities – to realize that you can’t please everyone. Along the way, you might even annoy the heck out of some people. It’s ok.  At the end of the day, Kars4Kids does great work, and getting their name out there to get more donations is is all that matters.

Just remember that Cars is spelled with a K, and don’t ever let this jingle get in your head. It will not leave.

~ Jaime Hamel, Account Supervisor & @dignan1973, The S3 Agency

[Original Sports Hernia Blog Post:]

Team S3
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