Head On – Apply Directly to the Back Pocket
October 3, 2007 at 10:06 pm 1 comment
The Advertising Lab via Information Resources Inc. states that HeadOn has grown 234% from 2005 to 2006 and looks like it will double sales in 2007.
Nice growth for a company that counts on annoyance campiness to deliver the message. So the question is “Does it matter if anyone ‘likes’ the delivery of the message? – Does it really matter as long as the message gets delivered?”
My take is eventually it matters a great deal. You can’t bank on a brand of annoyance for a long period of time… and I believe HeadOn will have a hard time shaking that image. So the short term “Saturday Night Live” popularity will fade and we will be left with a branding challenge: How do you turn campy into long lasting for a real product? The only long lasting plan I can see for them is the function of the product.
Then again, maybe the goal for the HeadOn guys is not to be in business forever… Just to ride a popularity wave until it is done? Their article in the USA Today may indicate that advertising is a higher priority than product. Any surprises their?
Here is a commercial just for you:
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texantiff | October 4, 2007 at 8:52 pm
i hate that commercial. and i’m just crazy enough to not buy it because I hate their commercial that much. I also vow to never shop at Gallery Furniture, Hilton Furniture, or Superior Waterbeds. You know what else? I think I stopped eating Taco Bell sometime around when that dog came into the scene.