TEAM: Together Everyone Achieves Marketing success

applegateI think we’d all agree that sports involve some measure of teamwork. Even so-called individual sports like golf and tennis have caddies, coaches and often an army of behind-the-scenes aides to help athletes achieve their best.

Applegate could have used their sports analogy quite well in its recent cross-promotion with Stonyfield and Annie’s, but instead completely drops the ball by forgetting one of its teammates.

As we’ve seen so many times before, dads were not just left on the sidelines, they weren’t even invited to play.

Applegate calls their latest pairing with Stonyfield and Annie’s “Mom’s Dream Team for Lunch,” then uses more words to make sure dads really feel the hurt:

  • “We invited Stonyfield and Annies (sic) over for lunch!”
  • “As friends and teammates, we share the same goals.”

Let’s take a look at some of these words that must surely pain dads: invited, friends, teammates, share same goals. Applegate clearly places moms on the team, because this new pairing was already referenced earlier as Mom’s Dream Team for Lunch. Dads on the other hand, as was already established, weren’t even invited.

So, as we decipher this ad further we find that Applegate not only excludes dads, but they classify dads as playing on a different team: dads aren’t friends with Applegate; they aren’t teammates; they don’t share the same goals.

Ouch.

In sports or in business, winning is hard work. But spread around to everyone it lightens the load.

Hopefully Applegate won’t realize that too late, because losing hurts even more.

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