I am a complete marketing junkie, so I have to give props to financial companies that take risks to launch edgy marketing campaigns. Historically, investment companies are boring advertisers showing couples taking a bicycle ride, smelling the roses on their front porch, or some actor looking all serious on camera about the ‘serious’ investment company. I was a bit melancholy this year to see the last installments of the E*Trade baby commercials which completed a tremendous six year run of ad spots.
For a marketing campaign to be successful, it has to leave a mark etched in our mind that will last for many years to come. Think about slogans like Nike’s Just Do It or Wendy’s Where’s The Beef that you can remember just like it was yesterday. When the E*Trade baby aired during the Super Bowl in 2008, the commercial made us all laugh while at the same time beginning the drip the ideas of what we could do with our money including being an ‘astronaut with our dog’. They continued to present themselves through the baby commercials as a cutting edge approachable discount brokerage firm.
Money is such a serious topic for most people and for good reason. Investing money can be intimidating and what I loved about the baby commercials from E*Trade for all of these years was the simple message it gave us about money cleverly disguised and diffused through a little bit of humor. It’s likely that E*Trade will continue to push the envelope with their advertising campaigns in the future. More companies should take notice of what E*Trade has done, especially if they want to do business with the next couple of generations. The E*Trade baby will be one investment marketing campaign I will never forget.