As Advertising students, we’re told every day how we need to adapt to new media that consumers are already using. I would tend to file that tip under general logic, but so many young advertisers (those in the work force included) put on their blinders and cling to that bit of guidance with a nearly religious level of conviction. The reality is, some products are inherently unfit for having a social media presence. And there’s nothing more embarrassing than seeing the ads of an agency that denies that.
That’s not to say that I don’t love adaptive digital campaigns as much as the next guy. Because I do. But honestly, no one is going to post on Facebook about a fun experience they with pretzels. And no one is going to use a hashtag to talk about your brand of toothpaste. More often than not, it's trying to fit a square peg into a very not-toothpaste-shaped hole. The only people who swallow it are the percentage of S-type personalities who fall on the lower end of the IQ bell-curve. To most of us, however, it seems insincere.
Consequently, my intuition is that people are going to (get ready for this) start caring about the advantage of product itself. Brand image has been everything for the past few decades, but agencies have spammed every inch of real estate with imitative jokes and stories that not many people care about. Naturally, consumers are exhausted and desensitized to it. I think people are finally starting to care about benefits. The USP may rise once again. It’s all speculation, but I’m interested to see where things end up.