Robitussin Succeeds in Marketing New Look without Platitude

I want to give a shout out to Robitussin for advertising new product packaging without using the “new look, same great product” cliche.

In their recent Overwhelmed commercial (click here to check it out), Robitussin lets consumers know they’ve got a new look, but they don’t just say so. They show consumers that they’ve made it easier to navigate the confusing cold medicine isle by switching to simpler packaging.

Good job, Robitussin!

I expressed my dissatisfaction with the huge number of businesses using the generic “new look, same great product” slogan in a blog post last year.

Robitussin has had other great commercials in their past like the one below that uses the line, “Recommended by Dr. Mom.”

The 1980s-style acting in this one is hilarious!

PS: Budweiser also did a good job at marketing its new look with its slogan, “The king never looked so good.”

“New Look, Same Great Taste” is DEAD

“Don’t forget to check out our new look!”

Even that would be a better ad slogan than the uber-cliche, “new look, same great taste.”

People are almost completely desensitized to that phrase by now. It means nothing to a consumer because it’s a phrase they hear too much. They subconsciously drown it out.

Just a week ago, I saw a billboard on the road I drive to work. It was a McDonald’s billboard. Their yearly advertising budget is the highest in the restaurant industry. Yet, their brilliant marketers couldn’t come up with something more creative than “new look, same great taste” when they remodeled their building.

I believe advertising is an art. I don’t want to see the same painting over and over again. Give me fresh entertainment, and I will be happy to give you my business.

Here are some slogans I’ve come up with that I think would be better than “new look, same great recipe (or whatever)”:

“How do you like our new paint job? Vote for a chance to win at CoolProduct.com”

“Finally our looks match our food, fresh.”

“We changed our look to enhance your enjoyment.”

“Same recipes, new cookbook.”

PS: My brain is available for hire! And if you hire my brain, I’ll throw in my heart free of charge.