1. 🏂🏻 Snowbird “One-Star Review”
This is an ad for Snowbird, a ski resort in Utah known for its challenging terrain.
🎯 Goal
Positioning Snowbird as an advanced ski destination for thrill-seeking skiers rather than beginners or casual skiers.
👥 Target Audience
- Experienced skiers and snowboarders who value difficult terrain and crave physical challenge.
- People who view the phrase “too advanced” as a positive endorsement of the resort’s difficulty.
😎 What makes this copy unique and different?
Turning weakness into strengths: Using a negative review in a positive light, appealing to those who might see “too advanced” as a desirable quality.
While most businesses showcase only 5-star reviews, Snowbird shows the other side of the coin and makes it look good.
It may not seem like copywriting (because Snowbird took a review written by somebody else), but think about it: it’s still words that created this great campign.
🧠 Interesting Fact
This ad is part of Snowbird’s “One-Star Reviews” campaign, which cleverly turned negative reviews into a badge of honor for experienced skiers.
2. 🐓 KFC Apology Ad
In 2018, KFC faced a supply chain issue in the UK, which led to a shortage of chicken and forced many of its locations to close.
This ad was KFC’s public apology for the inconvenience caused to customers.
🎯 Goal
- Apologize to customers and minimize damage to its reputation.
- Turn this PR crisis into an opportunity to connect with customers.
👥 Target Audience
KFC’s loyal customer base in the UK who were directly impacted by the closures and the broader public who may have heard about the chicken shortage.
😎 What makes this copy unique and different?
- Playful profanity: Rearranging “KFC” to “FCK” conveys frustration in a fun way.
- Self-deprecating: The ad uses a humble, conversational tone, acknowledging the absurdity of a chicken restaurant running out of chicken.
🧠 Interesting Fact
- This ad was widely praised for its transparency and creativity, even winning several advertising awards.
- It became a case study in effective crisis management, turning a negative situation into a memorable, brand-strengthening moment.
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