Campaign of the Week – Rolo – Do you love anyone enough?
Nostalgia. Every marketer knows that this is one of the strongest and most valuable emotions that you can hope to ignite with a piece of communication. Looking at the popularity of #tbt and #fbf, it is clear this trend has been spotted by many a marketing team.
When I saw that Rolo had decided to re-visit their ‘Do you love anyone enough to give them your last Rolo?’ strapline, I was excited to see how they would reincarnate the iconic line of the brand. The creative potential of working with such a well loved and established strapline is huge. Sadly, I think Rolo have missed the mark with this campaign.
Seen as ‘too sentimental’ the strapline was dropped by the Nestle brand in 2003. By reviving it, the brand is hoping to emotionally connect with a new generation, whilst appealing to those of us who remember it fondly the first time round.
The core of the campaign consists of five short You Tube videos that have the high production values of a TV campaign. Each of the executions are very different, some funny, others more emotional, but for me they lack any connection with the confectionary brand that has been known and loved by the UK for over 75 years.
Each of the videos were labelled with the hashtag #lastrolo with a call to action of the Facebook and Twitter logos on the endframe, so I was curious to see how the campaign would manifest itself on social. This is what is most surprising to me. The official Facebook page, which has laid dormant for almost 4 years, shows very little activity relating to the new campaign, amazingly not even the You Tube videos have been syndicated on the profile.
An even more disappointing story awaits over on Twitter, the account has tweeted 3 times since it was created, boasts 19 followers and only follows a selection of other Nestle brands. The opportunity for a supporting social media strategy to this campaign has clearly been missed, along with it, a chance to engage with the target market on the channels on which they already exist. What this campaign lacks is a participation element – something as simple as a user generated content campaign, encouraging followers to upload videos / photos of them giving away their last Rolo, all tagged with #lastrolo – this would deliver the trackable engagement and additional reach this campaign lacks.
Building and cultivating an emotional connection with a brand is something that takes years and should be cherished and handled very delicately once achieved. Unfortunately the precious history and heritage of Rolo has not been harnessed and I have concerns that this campaign may damage the brand. It certainly did not receive a rapturous reception at G&I Towers.
How do you feel about the Rolo brand now you have seen the campaign? We would love to hear your thoughts on Twitter.