Controversy Works!

While browsing on the internet, I came across a very interesting advertisement that really caught my eye.  The advertisement was for Avitae Caffeinated Water, which sells exactly what they sound like…caffeinated water!  Avitae is an Ohio based company.  The advertisement features Lebron James  and says, “Lebron James has Sucralose Energy Sheets, Ohio has Avitae Caffeinated Water” accompanied by “Ohio vs. Lebron”.  This advertisement struck me for two different reasons.  First, I have never heard of caffeinated water before!  This sounds like a really dangerous product to me because caffeine is not good for the body and should not be consumed like water!  This company is bringing together two very different products: water which is a necessity for life, and caffeine which damages the body.  After getting over the initial shock of the product being advertised, this advertisement seems controversial to me because I do not like the way this product is being positioned in this advertisement, but I do like the advertising pitch.  First, I do not like that Avitae is advertising their caffeinated water as a sports drink.  To me, caffeinated water sounds like an energy drink.  When I think of a sports drink, I think of Gatorade, which tries to replenish the body.  Gatorade is designed for people who are engaging in physical activity.  I think of caffeine more with energy drinks, like for students who are up late studying, which I do not like to begin with because of their unhealthiness.  Featuring this caffeinated water with athletes and sports settings, I think, is inappropriate for this product.  Second, I really like the whole idea of this advertisement, excluding the product.  The play on Lebron James and the fans he lost in Ohio when he moved to Miami is very funny.  This advertisement came up during the NBA playoffs which makes it even better.  While Lebron is trying to focus on playing well and winning a championship, he had to deal with an advertisement that put more pressure on him and reminded him of his hometown that dislikes him.  This idea is priceless!  Moreover, the photo featured in the advertisement is hilarious.  It definitely makes it look like Lebron is losing in the rematch against Ohio. 

This advertisement is probably also very controversial for Ohio citizens.  Many people from Ohio have been loyal Lebron fans since he started playing.  His move to Miami definitely lost a lot of fans from his Ohio base, but for those Ohio people who remained loyal to Lebron, this advertisement has to be one of their least favorites!  More importantly, the whole nation of sports fans watched that day that Lebron decided to move to Miami.  That was very controversial while also stirring up a lot of excitement.  The fact that this advertisement plays on this idea has to call a lot of attention to it!  Sometimes being controversial and getting your audience thinking about your company, not necessarily if they like the product or not is key!  Getting the company name out there is crucial and must be done in a way that sticks out in people’s minds.  Bravo to Avitae!