It's a mystery! Is this like a Madela effect happening? Like the Berenstain/Berenstein Bears and “Mirror mirror on the wall, who is the fairest of them all?” that actually was “Magic mirror on the wall...” ?

Ah, our resident contrarian, always interesting to get your perspective. I agree that consumers have grown increasingly tired of buying a cause or opinion with their brand, but I think that applies to an older demographic who don't invest their personality into the brands they use. The younger 'shitposters' may find this heavily publicized "spite brand" so hilarious that they overwhelm Jerry's with orders. I have no doubt that people will laugh at the ad, it's well executed and invites the viewer to be in on the joke.

My bigger concern is where does the brand go from this launch?

Being a "spite brand" as a strategic proposition can only take you so far. It'll be interesting to see how it develops, after all Dollar Shave Club went from irreverent silliness mocking drug store razor cages, to being as colorful and specifically diverse that I thought they cribbed from Gillette's brief.

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Thanks, that's very useful.