The big news in marketing right now is Wendys scrapping its recent ad campaign called “That’s Right” featuring an awkward male wearing red pigtails. L.A.-based firm Saatchi & Saatchi created the ads.

The very interesting story behind this, however came from the Wall Street Journal (you can’t access the ad without a subscription). Apparently, the initial plan was to have the actual Wendy - Wendy Thomas; Dave Thomas’ daughter who inspired the logo - be the new advertising face of the company.

Thomas, who is now in her 40’s did a screen test and the idea was rejected.

I think Wendy’s is losing sight of authenticity. It never was a 16 - 28 year-old male demographic that wants Baconator Burgers. Wendy’s has always been hometown, home-style burgers. And Dave always kept it simple.

It’s just bad marketing.

This entry was posted on Monday, February 4th, 2008 at 8:32 am and is filed under Marketing & Design. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.