Snorestop Controversial Ad Does Not Convert

Accomplishing millions of impressions is great, but if it does not result in improving branding or conversions, than the effort and money was wasted. In the case of Snorestop, the results have been mostly negative and damaging for the company. See Snorestop billboard advertisement below.

How they will calculate the ROI is their business, but from a branding perspective, the massive negative attention the ad has received will be hard to overcome. Additionally, the ad's contain no brand identity except for the #hashtag which has zero correlation to the brand. When viewing this ad for the first time, I had No idea what type of products or services they provided. The discussion surrounding this ad focuses more around the controversy and little about the company.

In an interview, it was revealed that the company suffered during the economic downturn and this is an effort to rebound. Creating controversial marketing is nothing new for this company, but this time they might have taken it too far.

What's your thoughts?


Michael Newhouse
WCN group
wcngroup@gmail.com