{"id":13621,"date":"2009-05-22T01:00:35","date_gmt":"2009-05-22T00:00:35","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=13621"},"modified":"2009-05-21T20:59:14","modified_gmt":"2009-05-21T19:59:14","slug":"peta-advertising-strikes-out-again","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/peta-advertising-strikes-out-again\/","title":{"rendered":"PETA Advertising Strikes Out Again"},"content":{"rendered":"<p>I&#8217;m not a fan of shock advertising (I think it&#8217;s a cop out most of the time).\u00a0 I&#8217;m also\u00a0not a fan of PETA advertising and marketing.\u00a0 In fact, I&#8217;ve written about my opinion related to <a href=\"http:\/\/keysplashcreative.com\/time-for-a-peta-marketing-strategy-shift\/\" target=\"_blank\" rel=\"noopener\">PETA advertising<\/a> before.\u00a0 There are so many examples of PETA&#8217;s misguided marketing strategy (remember <a href=\"http:\/\/keysplashcreative.com\/peta-rebrands-fish-as-sea-kittens\/\" target=\"_blank\" rel=\"noopener\">sea kittens<\/a> or the <a href=\"http:\/\/keysplashcreative.com\/petas-banned-super-bowl-ad-too-sexy-for-nbc\/\" target=\"_blank\" rel=\"noopener\">banned Super Bowl ad<\/a>?\u00a0 I could go on and on.), but an outdoor billboard that PETA recently resurrected in the U.K. is yet another reminder of a marketing strategy gone awry (and that still has no clue how to connect with a broad audience).\u00a0 Check it out below.<\/p>\n<p><img decoding=\"async\" class=\"alignleft size-medium wp-image-13631 lazyload\" title=\"peta_fat_kids_meat_ad\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/05\/peta_fat_kids_meat_ad-300x148.jpg\" alt=\"peta_fat_kids_meat_ad\" width=\"300\" height=\"148\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/05\/peta_fat_kids_meat_ad-300x148.jpg 300w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/05\/peta_fat_kids_meat_ad-150x74.jpg 150w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/05\/peta_fat_kids_meat_ad.jpg 480w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/148;\" \/><\/p>\n<p>The PETA brand suffers from an exclusive message (and I don&#8217;t mean that in the &#8220;special&#8221; sense of the word &#8212; I mean the opposite of &#8220;inclusive&#8221;).\u00a0 The PETA brand message is, &#8220;You&#8217;re either with us or against us.&#8221;\u00a0 There is no half-way with PETA.\u00a0 In the 21st century where relationship brands are becoming more and more important, this is the wrong strategy for PETA (or any other organization that wants to grow) to follow.<\/p>\n<p>I also think that PETA suffers from delivering messages that aren&#8217;t believable.\u00a0 One of the most important elements of marketing and copywriting is crafting messages that consumers will actually believe.\u00a0 Gone are the days when consumers took words like &#8220;free&#8221; at face value.\u00a0 The same can be said of extremist messages like PETA&#8217;s &#8216;meat makes kids fat&#8217; message.\u00a0 The masses don&#8217;t believe it.<\/p>\n<p>I do believe there is merit to many of PETA&#8217;s fights, but extremist, exclusionary marketing is not helping the brand.\u00a0 Check out the comments on <a href=\"http:\/\/www.brandrepublic.com\/Discipline\/Advertising\/News\/907695\/Feeding-kids-meat-child-abuse-claims-Peta\/\" target=\"_blank\" rel=\"noopener\">this article from Brand Republic<\/a> to see what people are saying about the billboard.<\/p>\n<p>Your thoughts?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I&#8217;m not a fan of shock advertising (I think it&#8217;s a cop out most of the time).\u00a0 I&#8217;m also\u00a0not a fan of PETA advertising and marketing.\u00a0 In fact, I&#8217;ve written about my opinion related to PETA advertising before.\u00a0 There are so many examples of PETA&#8217;s misguided marketing strategy (remember sea kittens or the banned Super [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[103,104,110,768,2991,134],"class_list":{"0":"post-13621","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-brand-image","8":"tag-brand-message","9":"tag-corporate-branding","10":"tag-peta","11":"tag-peta-ads","12":"tag-relationship-branding","13":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PETA Advertising Strikes Out Again<\/title>\n<meta name=\"description\" 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