Drop it, That’s NOT Hot!

22 May

…Here we go again!

While the promotional tactic of correlating brand names with popular music is not a new one, it once again seems that some of the advertising execs and marketing geniuses of the world have decided that the quickest and most effective way to establish brand recognition is to associate their client’s product with admittedly popular, but suggestive lyrics from the Hip-Hop genre.

Within the past decade for instance, it was first Pepsi and Ludacris, then Fergie, The Black Eyed Peas’ front woman and Dr. Pepper.  Now, Sun Drop (yeah, I had to look up what that was too) has commissioned for their commercials with the help of one of Snoop Dogg’s biggest hits, the behind-popping and dropping services of a young woman who by all accounts looks as though she is perfecting her moves for her Spring Break trip to Cabo San Lucas next year.

But while the sheer idiocy of associating dropping it with a carbonated beverage in this commercial is sort of humorous to watch, the message that is being conveyed is, at least for me, a bit disconcerting.  It is certainly one thing to push the envelope in order to draw ones attention to an advertised product, albeit in a shocking and buffoonish way, but to then encourage consumers to send in videos of themselves booty-quaking it (though not seen above in the edited version) while drinking a refreshing can of Sun Drop Soda hardly seems a responsible marketing strategy to endorse.  And when my elementary school-aged kids are watching the Harry Potter Weekend Marathon on ABC Family when this idiotic commercial airs and I am left to explain how inappropriate making it clap as an entertainment mechanism is (especially in relation to soda, for Jeebus’ sake), Sun Drop…we have a problem!

Let’s just say that Sun Drop and their manufacturers, Dr. Pepper Snapple Group don’t ever have to concern themselves with my patronage.

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