As of November 03, 2010, a U.S. federal trademark registration was filed for SO GOOD, IT’S RIDQULOUS. This trademark is owned by American Dairy Queen Corporation. Droppingjaws.com commends Dairy Queen on their new advertising campaign, this approach gives a Dairy Queen a straight shot into the subconscious of their target market. With this clever play on words :
This simple but powerful adjustment creates a repositioning in the mind of the consumer. Al Reis and Jack Trout authors of “Positioning: The Battle for Your Mind” speaks about on how “positioning is not to create something new and different. But to manipulate what’s already up there in the mind. To retie the connections that already exist.” They would later go on to say that “the best approach to take in our overcommunicated society is the oversimplified message.” This concept gave us at droppingjaws.com a chance to kick around the most prolific campaigns of the last 20 years and the one thing that they had in common was simplicity. Such as “Eat Mor Chikin”, “So easy a caveman can do it”, Bud-Wi-Ser Frogs” Yo quiero Taco Bell!” (“I want Taco Bell!” or “I love Taco Bell!”) Dog and many more but Reis and Trout gave examples of their “less is more” theory of “owing a word in the mind.” Volvo owns “safety.” BMW owns “driving,” FedEX owns “overnight,” Crest owns “cavities.” Dairy Queen owns “RiDQulous” ???
Dairy Queen stands at a pivotal position to reinvent themselves for a new generation of ice cream consumers, this campaign has the potential to catapult their brand to the front of their industry. Even though after a group vote we @ droppingjaws.com didn’t agree with the Isaiah Mustafa inspired commercial but the new tag line has all the necessary requirements to reposition the Dairy Queen brand in the mind of society.