Magazine article Marketing

Marketing Mole: We'll Call You - Kia

Magazine article Marketing

Marketing Mole: We'll Call You - Kia

Article excerpt

Mole has always been a sore loser, so when Kia saw fit to run an ad that made light of England's World Cup defeat to Germany, we decided to take issue with it.

Mktg: Hi, I'm ringing about a press ad I saw in The Times about Kia's seven-year warranty, which read: 'Oh well at least our warranty beats the Germans.' I felt that it capitalised on England being beaten in the World Cup.

Kia: I'm sorry that you felt that way. I can assure you it met the Advertising Standards Authority's requirements and we just wanted to reference the World Cup.

Mtkg: I'm aware that it probably did, but I just thought that it was distasteful.

Kia: Well, it's done through our advertising agency and not directly through Kia. I'm sorry again that you felt that way. I will pass on your complaints.

Mtkg: I wasn't sure why Kia would run that ad.

Kia: We're not a brand like Benetton, it's not our intention to shock You can rest assured, however, that the ad has been cleared by the Advertising Standards Authority, which does look at all the advertising boundaries. …

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