The New Product Rhetoric of Krafts Miracle Whip - Essay Example

Comparing and Contrasting Historical Ad Coverage to Rhetorical Tropes over Time: The Kraft “Miracle Whip” Campaign Introduction In all honesty, finding a product that has changed over time is more difficult than it sounds, because, for the most part, advertisers have stuck with the same thematic and visual compositions since their inception. Because it works. It seems rare to find a logo or even a major font change in current product placement ads unless they have to do with clothing, social life, or products of intoxication. Minor changes have been made, to be sure, but in an analysis such as this; finding a product that varied, at least to some significant degree, seemed of the utmost importance. After a long walk down the aisles in the local grocery store, one brand stuck out dramatically: Kraft’s brand of mayonnaise / salad dressing, Miracle Whip. It was surprising really, and it wasn’t at all like it used to be. The recent change made me wonder at Kraft’s reasoning for such an assertive alteration to their traditional brand logo, font, and visual themes. With that said, a close look will be taken into the historical ad coverage for Kraft’s Miracle Whip and current ad coverage to define rhetorical differences that have shifted through time. Methods For my analysis, I reviewed available historical Kraft Miracle Whip ads online and compared them to the current, greatly changed, product found in stores today. I reviewed overall image, font choice, and thematic use of visual themes to define rhetorical differences that have shifted over time. After taking a close look at the product shape, logo, and utilization of color scheme, it highlighted the major shift in Kraft’s market perspective and offered a rationale for why they chose to take make a drastic alteration of their product which will be discussed fully below. Artifact Description Kraft’s Miracle Whip, before and after: The image above shows the differences between the old Miracle Whip and the new packaging of today’s product. On the left, you’ll see the previous container. Oval in shape, large over-sized lid, and medium-sized logo positioned on the center of the bottle. The logo is unobtrusive, but easy on the eyes. The font is easy to read, the catchphrase, “the tasty original,” is nicely placed, and the cloud-like shape mimics the fluffiness of the product itself. As mayonnaise goes, Miracle Whip is literally the fluffy alternative. On the right-hand side, one can see that the old Miracle Whip has taken on a drastic new appearance. The bottle is no longer oval; it is now curvy, meant to fit in the palm of a hand for easy disbursement. The logo has been given a complete overhaul. The “MW” of Miracle Whip appears to have been drawn by the product itself, as if squeezed directly from the bottle. And the colors and shapes are larger, now encompassing the entire bottle. Analysis Clever and resourceful advertising is critical in ensuring a product’s success in the vast array of competition that is a traditional grocery store. A consumer generally doesn’t care what brand they grab off the shelf, unless they have specific reason or knowledge that one brand tastes better or is healthier than another. So in many ways, the product advertising is responsible for attaining the buyer’s attention. A “product cannot just be mouth watering or thirst quenching, the package must announce that they are indispensable for the body, mind, and soul” (Heller 219-220). Kraft appears to have taken this under consideration, certainly. If not by the overhaul of their product logo and design, the inherent design change of the shape itself does the job for them. Previously, the oval shape worked for the brand because they were sticking with the structure of other mayonnaise bottles. In many ways, “rhetorical tropes [or visual metaphors] are essential for the conceptualization of food, food production, and consumption” (Jacobsen 59). Advertising has to convey, in seconds, that not only should their product be picked up off a shelf, but that it offers something unique from other products and will enhance the user’s life in some distinctive way. The historical version of Kraft’s Miracle Whip took on the basic structure of the type of product that they shared similarities with. They did nothing special to separate themselves from traditional mayonnaise, even though their product should be used more as a condiment than a conventional sandwich spread. However, by altering the very shape of their product’s container, Kraft also altered the way in which buyers were to view it: now as an essential condiment. As essential, even, as ketchup and mustard for a backyard hotdog roasting. Moreover, Kraft is clever in their utilization of text and visual components. The new Miracle Whip design apparently takes inspiration from the Web 2.0 age. Its font appears to be drawn with the product itself (aside from color), the logo encompasses the entire bottle, moving up from bottom to incorporate the lid as well, and Kraft has added a cute-factor that cannot be denied. While most people may not be looking for ‘cute’ in their condiment of choice, it would appear that Kraft has decided to target a younger audience; perhaps due to the alienation of their older audience with their recipe change in 2006. Discussion A basic search online reveals an energetic and vehement cult-following for the previous Miracle Whip recipe, apparently changed in 2006 to something most previous lovers just can’t abide by. This minor modification became known as “the day Miracle Whip died,” which may—for all intents and purposes—have prompted the complete overhaul of Miracle Whip’s image. Note that the entire bottle has been redesigned. The shape now resembles that of a plastic mustard jar, versus that of a traditional mayonnaise container; which might be Kraft’s attempt at brand positioning their product as a more important condiment. Ketchup, mustard, and salad dressing are all packaged in ‘squeezable’ shapes, something that fits comfortably in the hand and can be added to food without the use of utensils. The previous shape, that that of a traditional mayonnaise jar, is not squeezable, though it may be plastic, and requires the use of a spoon or knife to properly disperse. Also note the complete redesign of the Miracle Whip logo, catchphrase positioning, and overall impact of the colors upon the product itself. The previous logo encompassed only the center of the jar, was unobtrusive, and while the font was free-flowing and easy on the eyes, it doesn’t necessarily jump out at a prospective buyer. It was a safe ad, got its point across, and utilized the colors of America, marking it (at least on a subconscious level) as an essential, even openly patriotic, condiment. It can remain undecided whether or not this new product rhetoric will outlast the historical version. To be fair, Kraft has done its best to stay modern, to keep up with a new crowd, and even purposefully target a younger audience. The overall look does make it stand out on shelves more than the traditional mayonnaise jar, and the shape does wonders for dispersing the product itself. The shape of the bottle has, in many ways, made Miracle Whip seem as essential as ketchup and mustard in the realm of important condiments. Conclusions Overall, I like the new product rhetoric of Kraft’s Miracle Whip. It has a Web 2.0 factor that most people of the internet age have been programmed to respond to and the as itself is different enough from the old that it’s clear Kraft knew they needed to make a change and they chose to do so with something of impact. Even the shape of the bottle stands out, where previously it was just another round container requiring a utensil for the disbursement of product. A wise choice on Kraft’s part, for now Miracle Whip can be taken along, just like ketchup and mustard, for the roasting on hot dogs. In this, Miracle Whip has become more than a brand name; it has made itself into an essential condiment. Works Consulted. Armin. “Follow-up: Miracle Whip, Rewhipped.” Opinions on Corporate and Brand Identity Work. Web. 19 May 2010. 20 March 2012. Green, Kelly. “Are You Miracle Whip?” Web. 2 March 2011. < http://insiderbrandingsecrets.com/are-you-miracle-whip/> 21 March 2012. Heller, Steven. “Appetite Appeal.” Social Research. Spring 1999: 66.1. Print. Jacobsen, Eivind. “The Rhetoric of Food: Food as Nature, Commodity, and Culture.” The Politics of Food. Ed. Marianne Elizabeth Lien and Brigitte Nerlich. New York: Berg, 2004. 59-78. Print. Read More