Friday, January 30, 2015
Tough Challenge
The web site company, GoDaddy, is trying to turn around its sexist image. For years the company used scantily clad women in suggestive ads to heighten awareness of its offerings. It has moved away from that toward more family friendly advertising. (However, it might not be friendly enough. A recent ad that it withdrew for the Super Bowl dealt with a lost puppy that finds its way back home only to be shipped out to a new owner.) Fortunately, the CEO understands that it is going to take years to live down its past and he is prepared to spend the time and money doing it. It won't take much for the company to slip up and recapture the past in ways that it doesn't want. That means it will need to be hyper-vigilant about its public persona for a long time. The "lost puppy" ad is an example of the kind of image that it doesn't want -- brash and in-your-face. It is hard to find a balance that doesn't descend to pablum and generates awareness. Its PR program should be interesting.
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