That's what I asked myself as I picked up some Merci chocolate for my grandmother the other day. I scanned the supermarket chocolate shelves in search of something special for a grand old lady who I love. And what do I buy? Well, I got totally stuck on the emo idea of "Merci is my little way of saying thanks - merci, for being you". I even had the tune in my head. Somehow that emotional, tacky, euro ad tune got me buying into the Merci brand.
And as I walked out of the shop I thought of all those tacky commercials that we hate, but somehow also love... Those ads are often German or French for some reason. And the Merci brand owners Storck have managed to create quite a few of those hated ads. Toffifee is another brilliant example. Apparently a quick check on Facebook confirms that there are now 5244 swedes who have signed up to the Facebook group 'The guys who have never had fun times with Toffifee'. This is in response to the much hated 'You have so much fun with Toffifee' ad that's frequently shown over here. Well, is it good or no good for a brand and ad to create this kind of response? Well, as long as Toffifee meets or exceeds its sales objectives I'm sure the Storck guys will laugh all the way to the bank... It's not about creating wonderful ads - it's about effective communication.
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