It seems like today there are a lot of negative messages that constantly bombard the media landscape.
It's hard to tell exactly where negative marketing benefits advertisers. Wouldn’t positive messaging work better in their marketing mix? It turns out that negative advertising can be effective—very effective if used sparingly and mixed with a clever twist.
Volkswagen - Self Deprecation
In 1959 DDB, a New York advertising agency, landed the account of an unknown automobile manufacturer from Germany by the name of Volkswagen. It was considered an ugly vehicle that offered few features that would challenge the big, brassy, and large "finned" vehicles of the day. With little in the way of inspiration the copywriters at DDB decided to play against type and highlighted the negative aspects of the vehicle. One spot called the car "a lemon," while another said "think small."
Photo by Volkswagen
Volkswagen suggested negative mental images by using derogatory language to create curiosity in consumers. When readers were drawn-in to the copy of the advertisement, they were presented with all the positive aspects of the vehicle. Positive marketing hidden in negative messaging.
MAC vs PC - Enemy Assault
From 2006 to 2009, ad agency TBWA/Media Arts Lab, teamed up with Apple computers to produce a series of television spots that featured two actors set against a plain white background. The actors markedly contrasted each other: one looked like a middle manager and the other like a NYC sophomore. Each spot took the opportunity to poke fun at the P.C. and highlight all the things that were wrong with that operating system. The business suit would say "I'm a P.C." while the college student would say "I'm a Mac." It portrayed the personal computer as bulky, outdated, and required lots of upgrades because of how frequently it crashed.
The P.C. gave you everything negative about a computer system and the Mac gave you freedom and creativity to explore. Not only did the messaging try to deter some consumers from owning a P.C., it was also selling a lifestyle upgrade. Having a P.C. was old fashioned and boring while owning a Mac was hip and exciting. Apple used a playful theme of two competing friends to disguise a successful, negative marketing campaign that downplayed the competition while promoting their product.
Nike and Colin Kaepernick - Assault on One’s Allies
Nike took a big chance on their marketing campaign with Colin Kaepernick and his battle with the NFL. The company created a huge controversy, which alienated many of their consumers with some going to the point of burning their coveted Nike sneakers. However, many fans embraced Kaepernick's peaceful protest and stood behind Nike with their support. Critics of the NFL protest stated that Nike would only experience more wrath from its devoted consumers. Although Nike stock price initially fell by several points at the onset of the controversy, the campaign was embraced by many companies around the world, and has gained significant validation arising from the protests surrounding the death of George Floyd.
The public attitude toward this issue has revolved 180 degrees. Roger Goodell, commissioner of the NFL, now endorses Colin Kaepernick—encouraging NFL franchises to give this athlete the chance he deserves. Disney, a company who previously stood on the sideline with this issue, has now penned an endorsement deal with Kaepernick even before he has signed any new contract with the NFL to play professional football.
Photo by Nike
Nike’s All Black Colin Kaepernick jersey sold out instantly illustrating strong support among his fans.
Nike originally went against its league partner, the NFL in choosing to stand behind Kaepernick and a cause that called for a positive change in social attitudes—indirectly attacking the league’s tacitly racist stance on the police brutality of minorities. While originally generating loud opposition, it eventually found strong support among some of its fiercest critics. It’s an example of a marketing campaign that succeeded by highlighting Nike’s support of Kaepernick’s heroic response to a key social issue in the face of tremendous negative backlash from politicians, corporations, and a good share of consumers that would otherwise be allied with the brand.
Political Elections -The Effectiveness of Negative Messaging vs. Positive Messaging
A 2018 research study on political messaging was conducted using data from the 2010 and 2012 U.S. Senatorial Elections. Its goal was to see how two-way party races were affected by negative and positive advertising. It used "DMA's" (Designated Market Area) that were established in small towns, rural communities, and large city populations, and found that negative advertising is powerful in terms of influencing preferences and voter turnout; however, the messaging was most effective when directly spoken from the candidates or from their political campaigns. Messages did not have the same impact when they were from Political Action Committees (PACs). The study concluded that negative campaign advertising had double the effect that negative PAC advertising had in a two-party race when the advertising came from the candidates themselves.
Positive campaign advertising, ironically, had little to no impact. Negative PAC messaging also had no impact on voter turnout, while positive messaging, in general, was found to have little to no influence at the polls. When it comes to political campaigns negative messaging seems to be what voters respond to the most. When the candidates themselves engage in negative political attacks it gives their campaigns the best advantage in generating voter support.
Negative marketing campaigns have proven to be effective when communicating the positive attributes of a product while downplaying the competition.
Campaigns surrounding social issues, such as Nike’s, sometimes create negative responses but sincerely seek positive change. Political campaigns, however, are the most powerful when the negative qualities of the candidates are examined and brought to light. Apple was able to reinforce its position with its customers, and connect with new consumers ready to move past the limitations of the P.C. They presented all the negative reasons why the P.C. operating system should be abandoned which made it easier to adopt the Mac. Volkswagen chose to use DDB, a young agency ready to break from traditional techniques in advertising. Their decision to use a controversial approach proved successful with the public and remained a standard for Volkswagen and DDB for many years. Asking consumers to step out of their comfort zone created conversation, as well as interest in the product.
The success of a marketing campaign can be measured in sales, as well at its shelf life. Apple’s campaign ran four years and produced sales increases greater than 11% every year following 2006. Apple stock price has risen over 130% since the Mac vs. P.C. spots first aired. Within 12 years Volkswagen sold more than 14 million vehicles, and extended their campaign with DDB until 1995.
Negative marketing campaigns require organizations to have the courage to break from the norm. They are not designed to work with every brand, form of media, or advertisement. But when crafted carefully, negative marketing campaigns can, and have, delivered positive results.