Es ist eine schöne Geschichte. “Die Internet-Gemeinde zwingt Langnese zur Wiedereinführung des Kulteises Nogger Choc.” Wie rührend. Endlich eine wirkliche Erfolgsstory des Web 2.0. Doch was ist geschehen? Hier die Kurzfassung der Geschichte aus dem Langnese PR-Handbuch der Mythen und Legenden:
Im Jahre 2001 nahmen die Hamburger Eismacher die 1986 eingeführte Marke Nogger Choc aus den Kühlregalen. Einer, dem dies gar nicht schmeckte, war der Hamburger Student Benjamin G.. Er trug sein Leiden in die virtuelle Welt hinaus und verfasste gleich eine Internet-Petition zur Wiedereinführung seines Lieblingseises.
Schon bald freute sich Benjamin über mehr als 5.000 Einträge weiterer Schleckermäuler im Choc-Zustand. In Windeseile gründete sich im Online-Studentennetzwerk StudiVZ eine Gruppe namens “Nogger Choc Vermisser”, der bald mehr als 15.000 Mitglieder angehörten. Diese wendeten sich in etlichen E-Mails mit der Bitte an Langnese, ihnen endlich ihr geliebtes Stück gefrorene Lebensqualität zurückzugeben.
Langnese lies sich schließlich erweichen. “Ihr habt unsere Herzen höher schlagen lassen.”, wurde der Category Director Ice Cream von Unilever in einer Pressemitteilung zitiert und schenkte der Choc-Bewegung einen rührenden Videoclip, voll des Dankes. Seit einigen Tagen ist Nogger Choc wieder zu haben. Oder zumindest irgendetwas ähnliches. Die Fan-Szene jubelt. “Mein Leben hat wieder einen Sinn.” Auch die Web 2.0-Gemeinde feiert frenetisch ihren Erfolg, einen Weltkonzern “in die Knie gezwungen” zu haben
Ach ja. Langnese feiert auch. Nur nicht ganz so laut. Eine fantastische PR-Kampagne, eine aufmerksamkeitsstarke Produkt-Wiedereinführung und natürlich Riesen-Umsätze mit einer schon längst abgeschriebenen Eissorte. Ein Schelm, wer Böses dabei denkt …
“Ich kann Ihnen hoch und heilig versprechen, dass Unilever die Aktion nicht initiiert hat”, so eine Unternehmenssprecherin. Ob Langnese diese Aktion wirklich selbst ersonnen hat, lässt sich nicht mit Bestimmtheit sagen. Das Thema früh erkannt und mit etwas Engagement in die richtigen, viralen Bahnen gelenkt zu haben, dürfen sich die Hamburger aber sehr wohl auf die Fahnen schreiben. “Natürlich gab es vorher Verbrauchertests, aber auch die zeigten, dass die Konsumenten das Eis vermissen”, so die Sprecherin
Der Erfolg gibt ihnen Recht. Wirklich kein Grund, sich zu schämen. Deshalb: Hut ab. Ein schönes Beispiel für gelungenes Kinder- und Jugendmarketing unter Nutzung der viralen Web 2.0-Effekte. Und eine etwas zu schöne Geschichte …
Ja, Erfolg gibt eben immer Recht. Die Kampagne kann aber noch schwer nach hinten losgehen, wenn sich bestätigt, dass das neue Eis eine Fälschung ist.
Grüße Jens
Naja … Unilever scheint es mit seinen “hoch und heiligen” Versprechen ja auch oft nicht so genau zu nehmen … http://off-the-record.de/2008/05/08/dove-natuerliche-schoenheit-ein-fake/
Ich hab schon sehr früh bei der Petition mitgemacht. Ich glaub nicht, dass Langnese das inszeniert hat. Und wenn schon. ich hab, was ich wollte. Mein Eis ist wieder da. ^
Ich finds eigentlich egal, ob Langnese die Aktion initiiert hat. Wenn, dann haben sie ja nur den Anstoß gegeben und viele tausend Leute haben freiwillig mitgemacht. Ist ja keiner gezwungen worden. LG Ana
Fake oder nicht? Mir egal, zumal die Idee dahinter nicht neu ist. Wer’s nicht glaubt, möge einfach in Sachen “Wickie, Slime und Paiper” recherchieren.
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