Wheat Thins: Do What You Do

Wheat Thin is a baked snack cracker made by Nabisco, aka National Biscuit Company. This company is a subsidiary of Kraft Foods. Nabisco was formed in 1989 by William Moore and Adolphus Green.

Wheat Thin has enlisted a famous duo, a famous CARTOON duo for its latest commercial. Wheat Thins newest commercial features Brian and Stewie Griffin from the sitcom “Family Guy”. This commercial is based off an infamous “Family Guy” episode that most fans and even the occasional watchers recognize as a spoof of the “Cool Whip” episode.

The commercial uses humor and celebrity endorsement to draw their customer’s attention in, full-filling the first step in AIDA. The commercial also uses repetitive use of their brand name to increase brand familiarity. True fans of the show are also likely to then associate Wheat Thins with the show and the humor of the commercial, creating positive brand recognition. Wheat Thins target audience with this commercial probably falls within the 18-34 range seeing as how that is the age group of “Family Guy” fans. Although Wheat Thins and “Family Guy” might earn new fans because of the humor used in this commercial. The Wheat Thins slogan of, “Do what you do” applies to this commercial because as fans of the show will tell you, Brian and Stewie are doing what they do best- fighting.

Although there is very little statistics publicly available about the success of this ad campaign, I can only imagine it has had a positive effect on their sales. I come to this conclusion as when I was trying to figure out what commercial I was going to review, I had several suggestions to do this specific commercial. And upon researching this commercial’s success I could find nothing but rave reviews for the New York agency for creating this successful ad.