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How does a sandwich spread that's been around since the 1930s engage a younger generation? Miracle Whip took this challenge in 2010 with its "We are Miracle Whip and we will not tone it down" campaign. The brand secured product placement in the Lady Gaga music video telephone as well as the video game Skate 3. It also ran television advertising targeted to the 18- to 35-year-old market that advised, "Don't go unnoticed, don't glen in, don't be so ordinary, boring or bland: In other words, Don't be so mayo."

Miracle Whip's public relations bonanza quickly began after the campaign launched. After Stephen Colbert of Comedy Central's, The Colbert Report, aired the new television ad, he stated he was offended by the statement "Don't be so mayo," and that he has had it with the "mayo-nay-sayers." Colbert then ran a mayonnaise parody ad that featured similar characters and a voiceover that proclaimed, "Don't be so miracle wimp."

The ball was squarely in Miracle Whip's court. The brand responded by buying ad time on Colbert's next show; it ran new ads directed to Stephen Colbert, "mayo-lover," who "vivaciously" attacked the product on his show. Colbert, wanting to get the last word, went on the night after the Miracle Whip ads aired and thanked the company for their advertising. He noted, "I could certainly use the money to buy more delicious mayonnaise."

Miracle Whip continued to create more controversy as it moved to its "Love us or Hate us" campaign. this initiative launched with television ads featuring every day people and celebrities as they talked about their feelings toward Miracle Whip. Some of the reviews weren't very complimentary; comments like "Miracle Whip tastes like lotion but sweet" and "I could never date anyone who likes Miracle Whip" don't sell a lot of jars. Pauly from the reality television show Jersey Shore even claimed, "I would never eat it, I would never put it in my hair." Consumers are directed through the ads to Miracle Whip's YouTube channel. If they click over, in addition to scoring a free sample, they can vote to "love us or hate us," It seems that Whip lovers were motivated to tune in, as more than 50,000 voted to love the brand while only a small fraction of that number said they hate the spread.

WATCH: Miracle Whip Stephen

WATCH: Miracle Whip: Keep an Open Mouth Anthem

ANSWER:

1. In what way is Miracle Whip using reference groups as opinion leaders?
2. Do you think these groups will influence other consumers to purchase a low-involvement product like sandwich spread? Why or why not?
3. What would you guess was Miracle Whip's rationale for airing negative comments about the product on television?
4. Is Miracle Whip trying to build a brand community?