. The Transom .

Saturday, June 23, 2007

Hooter's the next Chucky Cheese's?

In yet another example of how not to try and change a brand image, Hooters has released new advertising trying to show the restaurant chain as family friendly, all about the food, and the fun. The ad spots go so far as to show the Hooters waitresses and label them as 'girls next door.' I don't know about you, but if that's the case I must live in the wrong neighborhood. The spots spend 94% of the -30 and -60 seconds highlighting food options, showing parents with their kids and logo shots. Only 6% of the time is spent on 'the girls next door.'

Hooters has created such a solid brand by focusing on what it does best and why people visit the restaurants, it confuses me why they would want to change. It is even crazier to believe they can change our perceptions by running these far-flung ads. Doesn't exactly carry the level of credibility needed to change my mind, or anyone else's.

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