This is another post triggered by something I saw on LinkedIn. People were reacting negatively to the Baileys copy seen in the ad above. I disagreed and shared my reasons for thinking the way I did, and do.
Here is my response to people calling it “lazy copy“.
I understand the criticism, but I like the copy.
1) The copy is personal and engages the reader. The cardboard folder will be on a table at a bar, and it is like whoever you are eating with asking the question. “Why not…”
And since the advertising will be at the table during the meal, it sinks in, and the person seeing it will keep thinking of the reasons why not to order an Irish cream after they are finished eating.
Furthermore, a person at a restaurant or bar is very unlikely to be spending a lot of time reading copy. The copy needs to have an effective hook with immediate impact. This copy looks good, literally. I’m salivating a little just looking at it!
“Yeah, why not?”
2) It also works as “Why not, you deserve it. You’ve had a busy day and got a lot done.” Also, “Why not, it is just a nightcap and isn’t like going on a bender.”
3) Carlsberg ran a similar ad for over 38 years – “Probably the best lager in the world”. On one level it too can be dismissed: “They’re not sure? That’s not convincing!” But that too had another level. It could be someone who knows a LOT about lagers saying, “I KNOW lager, and this is a GOOD one.”
Conclusion: Know your audience!
If that ad appeared in a magazine on an airplane, I would agree that it is bad, lazy copy. People on a plane typically spend hours in a very small space and have time to read. I would go copy heavy for such an ad.
A person at a bar or restaurant is likely to have a few seconds at best available for you to get their attention. Maybe the time it takes to say “What will you have?”
This copy is a winner, and I think I will have some Baileys after dinner!
PS Baileys is a progressive company that takes Sustainability, Diversity & Inclusion, and Responsible Drinking seriously.
Baileys also has a great website. Check it out while enjoying a cocktail, milkshake, dessert, or hot drink made from Baileys.
AI Feedback:
The content provides a compelling argument in favor of the Baileys ad copy. The use of personal engagement and understanding of the target audience is well explained. The reference to Carlsberg’s long-running ad campaign further supports the viewpoint. To further enhance the post:
1) Consider providing additional examples or case studies of successful ad copy that targets similar audience settings.
2) It would be beneficial to include a brief section highlighting potential drawbacks or counterarguments to the viewpoint, to present a more balanced analysis.
Overall, the post effectively conveys the author’s perspective and enthusiasm for the ad copy, along with relevant supporting points.
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