Vanilla is still the most popular ice cream in the US. After all these years you would think that some other flavor would have knocked vanilla off the podium. But vanilla continues as ruler of the freezer and taste buds.
At pepper we have a clear policy on vanilla advertising. It is strictly prohibited. The truth is though, that when we put “AVOCADO WITH MINT & SOUR CREAM” ice cream in front of clients, they ask us for vanilla. Why? For the same reason we eat so much vanilla ice cream. We are comfortable with it. We know what the likely outcome is going to be and we don’t want to run the risk of people not liking it.
So we go safe. We dumb down our advertising. We read and spell for our idiotic customers and prospects. How often have we seen people look at a menu for a long time and then order the same thing they always order? But if every brand’s advertising in the marketplace is vanilla, how do you expect to stand out?
Vanilla advertising is mostly a waste of money and certainly is no way to become famous and own a special place in people’s hearts and minds.
So next time you are briefing your agency, challenge them to whip up something different, like black pepper ice cream. That is more likely to help your brand stand out among a sea of predicable vanilla.
