Fun and Cheesy

Have you seen the Cheez-It commercial? The premise is that the cheese is immature and cannot be Cheez-it material until it matures. Their slogan “At Cheez-It®, we expect a lot from our cheese. That’s why we take the time for our cheese to mature before we bake it into every cracker… at Cheez-It®, real cheese matters!” I think it’s very funny and inspired. They certainly make the point about mature cheese. My bigger question: is anyone buying Cheez-It for high-quality cheese? I don’t think so. That’s why the branding and the spot fall short. Can they make a claim and define a unique selling point on mature cheese? I think it would be a fantastic spot for a cheese company, but I don’t think it resonates so well with processed junk food. It’s entertaining and memorable, which does well for branding. It does deliver the message. I think it works, in fun and cheesy way.