What’s ‘All-New’ Mean Anyway?

14 10 2007

all new

I was watching the Eagles-Jets today and those annoying ads for Cadillac came on. You know which ones I’m talking about – the tag is “when you turn on your car, does it return the favor?” I’m sure running those ads during every single break in the action will increase sales exponentially. But I digress.

When the commercial break was over, the announcer ran through the list of sponsors, including Cadillac, who “invites you to drive the all-new 2008 STS.” And for some reason this really struck me for the first time.

How many times do you hear the term “all-new” just stuck onto a product, as if it is completely different? I would be willing to bet the 2008 Cadillac STS looks pretty remarkably like the 2007 version, and also looks a bit like most other Cadillacs. It’s a car, after all.

There is no need to try and blow people away with every new model – we’ve come accustomed to the fact that in 2008 there will be a new model of car from every car company. Just introduce the car, give us the reasons why we should want to purchase it over the next car, and then move on. No need to beat us over the head with it, or try to pretend like you reinvented the car for this model.

And that is happening everywhere, in all kinds of different markets. We look at simple tags and feel like there must be one more word, one more adjective we can fit in there. ‘All-New’, ‘totally redesigned’, ‘first of it’s kind’, ‘revolutionary’. Most of these words are stuck where they just don’t fit at all, like for a Cadillac. And I think as reader’s and listener’s we have come to tune them out completely.

And if they are being tuned out, then they aren’t being effective as marketing messages.

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