That piffy, catchy phrase is a clever way to get people talking about a brand property that is no longer new news. To borrow a phrase from the Adlandian dictionary, this campaign was about "evolution not revolution" (yes, it made me cringe too). The golden arches took a common behaviour (how we all take off that sticker) and made it virtuous. I love me a likkle behavioural economics and this one uses social herding in a clever and humorous way. But can 'peely, peely' become a thing , and by 'a thing', I mean can 'peely peely' become part of our cultural parlance.
One brand that has been able to embed a brand-out phrase in culture is Nando's with 'cheeky nando's'. The phrase is so ubiquitous that when someone says they are going to grab a bite from these chicken connoisseurs and they don't put "cheeky" in front of the brand name, it somehow seems less appealing. I guess the addition of the word makes it more naughty and therefore makes getting one even more desirable.
So can ' peely, peely' get to that status?
Sadly, I don't think so. Cheeky Nando's refers to eating at the establishment at any time throughout the year and isn't product specific. Monopoly isn't evergreen and will be gone again soon so people won't have a need to use the phrase once the promotion is finished. However, it can own a similar space in our vernacular to Meerkat's "simples". Now, we don't often use "simples" in our day to day lives but when someone does say it you instantaneously recognise it and the brand is once again top of mind. "Simples" success was partly due to media spend and the heavy use of the phrase in all of Compare The Market's ads gave us time to overboard the catch phrase. This campaign will not get the same run time but due to the warm sentiment around it, if someone does use the phrase it is likely to evoke similar warm brand feelings.
Let's watch this space!
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