I have heard in places that mine is the generation that refuses to grow up, hampered in some places by a country that extorts anyone for hoping to further themselves in life.
Student loans ensure anyone that dares earn a degree with the hope of furthering their careers are forever burdened by crippling debts, while rising housing prices make it extremely difficult for anybody to own property until later on in life.
Austerity has ensured that anyone coming out of university will find it difficult to get themselves into their field of choosing, leaving a raft of mid to late 20-somethings dithering around, trying to find a purpose in life, while also trying to balance social lives made all the more easy to organise and harder to escape from with the advent of Facebook and the like.
It would appear that basic marketing has agreed with this assessment of young adults of today, as they have come up with an idea to get more people involved in their product.
Plush toys are the answer apparently. You know, those little inanimate things that have little other purpose than to sit around on one’s bed, sofa or desk and are rather useless to anyone without the joyful imagination of a child.
Now, either I have endured a somewhat difficult life that has crushed all joy out of my mind, or any person aged 20+ that can still play with dolls happily should not be considered competent enough to apply for home insurance.
There’s one thing being attached to something that has emerged from their childhood that they could never quite let go, perhaps with the intention of passing it on to their own child someday. I just somehow don’t see anyone becoming attached to some stuffed bear that came with their purchase of yoghurt at the age of 30.
Now it was Comparethemarket that appeared to have started this current trend among advertisers, after they capitalised on the most marketable marketing idea in history, in regards to their meerkat campaign.
Now hats off to whoever came up with that idea initially, as it did prove fantastically successful, to the point that the company is still pushing that play on words down our throats some three/four years later, despite no longer actually using the play on words as part of the commercials.
It’s popularity became as marketable as the company itself it so emerged, with a book appearing to be penned by chief meerkat Alexandr Orlov soon making its way onto our shelves.
The plush toys soon followed, sparking another raft of adverts introducing new characters to the series, despite the fact that people were only ever really invested in our main character, or perhaps his bumbling sidekick, Sergei.
Now that was one thing. They were popular adverts, with a catchphrase that has been widely repeated by a number of people of all ages and had a marketability that someone was always going to capitalise on.
But it sparked more companies believing they could do the same. Has anyone honestly enjoyed Brian, the robot from Confused.com’s latest advertising campaign? Has anyone found that dreadful rapping bear of Muller Rice fame to be even slightly entertaining?
If either have perhaps tickled you in some way, has the option of a free toy with the purchase swayed your decision on whether or not to use their company for your insurance comparison/yoghurt needs?
There needs to be an end to this toy-giving incentive to mundane everyday things, hoping to spice up an incredibly dull part of life. Because it simply just doesn’t work.
Many other companies have attempted to same thing and it really should be of any interest to anyone. It appears to be either a sad indictment of how we as people are viewed by corporations that such a small and useless commodity would attract us; or a sad indictment of what we are as a society currently.
Just stick with discounts. Or pens. Something that might actually have some use to anyone classifying themselves as an adult.