Marketing departments make some poor decisions.
Nescafe have made the poor decision to sponsor Disney. This means that the Nescafe logo can be seen anywhere that refreshments are available.
This, I could live with. The lack of any decent tasting real proper coffee made from real coffee beans in any of the dining establishments on the whole of the Disney site, I can't.
The exclusivity clause that must have been a key part of the sponsorship deal has succeeded in alienating this potential customer.
I resented forking out three euros for an instant coffee. I then understood why I was in that situation; I needed a decent coffee and Nescafe were restricting my choices because they believed, in their ignorance, that my Nescafe drinking experience would convert me once and for all time and that forevermore I would only buy and consume Nescafe.
Wrong. I had neutral feelings towards the brand that are now twisted and negative and it's all their fault.
2 comments:
Good post. You should work in marketing.
I wonder if you would have the same view if I shared my thoughts on other corporate sponsorships/partnerships.
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