December 16, 2009

Keebler, fire your ad agency...

What's wrong with this coupon?

It appears in the November issue of National Geographic.

To redeem the coupon and get a buck off a box of crackers one must take a pair of scissors to National Geographic magazine.

No one does that.

This is a magazine that is kept, treasured, proudly displayed, passed down to the kids or sold to other geo-buffs as an entire decade- or century-spanning collection. No one cuts stuff out of a National Geographic. This cracker coupon belongs in magazines of the Family Circle or Ladies' Home Journal ilk.

In a study of supermarket coupon redemption rates I'd wager that this National Geographic cracker coupon would top the charts as the least-redeemed coupon in the history of modern consumer marketing.