Politically correct ads go unnoticed (HOLD MUH BEER!)

The National Post (Canada) ^ | March 6, 2003 | Joseph Brean

[MadIvan]

The politically correct Christmas time advertisements of the Royal Canadian Mint, which rendered a traditional carol as the "Twelve Days of Giving," were offensive to nearly half the people who saw them, or 44%, according to a poll conducted for the mint.

But since most people surveyed said they were unaware of the $175,000 televised ad campaign, the mint has concluded it was basically a success.

Along with Toronto City Hall's short-lived use of the term "Holiday Tree" for its decorated conifer late last year, the mint ads drew condemnation from around the country for denying the Christian history of the winter holidays.

Greg Thompson, a Progressive Conservative MP, went so far as to demand of Parliament: "Whose decision was it to take the Christ out of Christmas?"

As the debate raged, agents of the mint were quietly surveying people to determine whether it was anything more than hype.

"[The poll] didn't impact any decision-making process, we just wanted to know," mint spokesman Phil Taylor said yesterday.

"There is little to be gained by pulling these advertisements or otherwise publicly responding to those who are aggravated by this issue," reads the report by polling firm Environics. "This is simply an issue that emerges at this time of year and the mint is best served by downplaying this issue."

The poll found 6% of people said their opinions of the mint would improve if the ads were to continue, while 14% said their opinions would worsen. However, only 10% were aware of the ad campaign, and a mere 2% were aware of the controversy.

More than three-quarters of people said the campaign would have no effect on the likelihood of their purchasing mint products in the future.

The poll was conducted in early December, in the latter days of the three-week campaign to sell collector coin sets. It was provided under access to information laws to David Murrell, an economist at the University of New Brunswick and a public interest researcher.

The cartoon theme of the campaign will be used again, Mr. Taylor said.

"The interesting part that we noted was that almost no Canadians were aware of [the campaign] ... and that most Canadians felt that it didn't change their perception about the mint. And I think those are the two key findings that we're going to move off of," he said.

[MadIvan]

So basically, it's a success to spend $175,000 on an advertising campaign that doesn't work?

Truly, the days of Hold Muh Beer in the Canadian government.

Regards, Ivan

The flag of Canada...before the trouble started.

[MadIvan]

Hold Muh Beer Ping!

[COBOL2Java]

So basically, it's a success to spend $175,000 on an advertising campaign that doesn't work?

Evidently the marketing objective was not to promote their product, communicate with the customer, or increase revenue. Only in the government...

[Happygal]

This is the stupidest thing I've ever heard! *ROFL*

[Damocles]

I suppose it depends on your definition of success. Obviously this was not defined as increased sales but rather taking one more whack at all things Christian.

From that definition it was a raging success!

[joesnuffy]

The important thing in modern Pagan America is to
Not Offend The Pagans...
Now the religious majority....go ahead and offend...they pay but dont count...because they dont stand up...
Pagans on the other hand...wear a glove

[Cicero]

Canada sold off most of its gold reserves over the past few years, at the bottom of the market, and last week they sold 20% of the small amount that was left. First thing you know they'll have to start buying gold from the Canadian miners if they want to mint any more gold coins.

[Chemist_Geek]

So basically, it's a success to spend $175,000 on an advertising campaign that doesn't work?

That's a bargain... The Canadian government has spent C$1,000,000,000 on a firearms registry scheme which is an utter failure.

[mhking]

"Hold muh beer 'n watch this!" PING....

If you want on or off this list, please let me know!

[EricT.]

As an aside, Ivan... Isn't it about time that Prince Chuck's oldest brat start his service in the Royal Armed Forces?

[Clive]

Ivan, it takes a certain Puckish sense of humour to adopt a beer can label as the national flag.

[Clive]

"So basically, it's a success to spend $175,000 on an advertising campaign that doesn't work?"

Using the same criterion, the gun registry was a resounding success. Projected cost $2 million, actual cost over $1 billion and rising.

[alfa6]

Okay , I will ask the question, what does Canada's flag look like "After the Troubles" ?

Thanks for the informative posts.

Regards

alfa6 ;>}