Ketel One Does It Again…Sort Of

Well, well, looky here. The magnificent minds at the agency that Ketel One pays have done it again.

This time, as opposed to last time, they paid for a full page ad in the Thursday, December 15th edition of USA Today. They keep buying ad space in the Money section, because that’s what they’re wasting every time they run an ad. Money.

They also have one of the dumbest, hardest to navigate websites I’ve ever ran across. Nothing there that will turn a web cruiser into a Ketel One user.

Here’s what the ad says :

” Dear Ketel One Drinker, It’s the thought that counts. Thank you for thinking of us. ”

I’m not opposed to thanking your customers, but how do we know they’re all gonna turn to page 3 of the Money section on Thursday ? Why not find a way to actually thank the users and not just some readers who happen to wander across an ad ?

Why not create a Rewards program whereby you sign-up actual users and reward them for their purchases during the previous year ? Why not use a form of advertising that’s trackable as to it’s effectiveness ?

Why throw away money indescriminately ? Got too much ? Well if you do, I know of some fine childrens hospitals that could use some of what you’re wasting. Email me and I’ll put you in touch with their reps.

Dear Ketel One, you’ve wasted more ad dollars. The fine folks at USA Today don’t mind and neither do I, really, but those dollars could be used to actually increase your share of the market.

They could also be spent doing some good in the community, if you’d rather waste them, keep doing what you’re doing. You’re doing a fine job at nothing.