The Power of Brand Authenticity

According to BloombergBusinessweek, American fast-food chain Arby’s forgot to feature Pepsi in a commercial according to their agreement with Pepsi, so the company asked its advertising agency Fallon to come up with a commercial.

The advertising agency came up with a funny and honest spot which despite its low profile (it is only running in New York, Los Angeles, and Minneapolis till January 2015 and no online advertising), has over 1.4 YouTube views since 1 December.

This idea is called brand authenticity. It can be successful because consumers most of the time don’t want to see advertisements. “We just want to be told what’s for sale, what it does, and then we’ll decide for ourselves if we want to buy it.”

 

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