Remember this commercial?
It was all anyone could talk about back in 1984. Talk about buzz, Walter Mondale used the phrase in a presidential debate to ridicule Gary Hart. It was even turned into a novelty song by Coyote McCloud (one of the all-time great DJ names).
Even with the internet, it's hard to imagine something creating as much buzz today as this commercial did back then. Yet, Wendy's still lags way behind its competitors in sales and locations while upstarts like Five Guys and In and Out Burger continue to build their businesses.
A great ad campaign, can't make a mediocre product great. Only products that truly differentiate themselves from the competition in a way that's meaningful to its customers can do that.
Advertising that creates buzz is no substitute for a product that does.
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I seem to remember hearing at the time that the writers thought the catch phrase was going to be "big fluffy buns" and that the phrase that took the nation by storm was as much a surprise to them as anyone. Anyone else remember that?
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