Magazine article Marketing

Adwatch: Iceland - 'Kerry Katona Party Sweets'

Magazine article Marketing

Adwatch: Iceland - 'Kerry Katona Party Sweets'

Article excerpt

One old advertising legend once said: 'People only remember a fantastic ad or a really shite ad. Everything else is just wallpaper.' The people behind the Iceland commercials clearly took heed.

Sorry guys, no one likes to have their ad slated, but I'm afraid the public has spoken. Kerry Katona's questionable acting skills have not only earned Iceland a 67% recall, it has also 'won' it a place in the top 20 most irritating ads of 2006.

There is always the argument that if people are remembering an ad, they will act on it. But what if the brand is irritating them so much that they act by consciously avoiding Iceland?

Clearly the aim is to appeal to down-to-earth mums with hectic lifestyles and limited budgets. But does having Katona as the face of Iceland deliver this? She may have been the people's hero after winning I'm a Celebrity, Get Me Out of Here, where she demonstrated she was just a normal mum of two with modest roots, but that was more than two years ago. A lot has changed since then. Kezza is now hitting the tabloid headlines for the wrong reasons. …

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