Applebee’s Spokesapple a Rotten Idea

Applebee’s is launching a new advertising campaign featuring its new spokesperson… I mean spokesapple. Yes, that’s right- spokesapple! It’s cheaper than hiring a celebrity endorser, and at least Applebee’s does not have to worry about an apple embarassing the company by getting arrested. That’s where the benefits seem to end. This brand is in trouble, and to expect a reversal of fortunes from an ad campaign led by a spokesapple is a stretch! The spokesapple will serve as the message source to spread the word about Applebee’s menu items, but how much credence can you give to what an apple tells you?

You can see the auditions for yourself and decide if the “winning” spokesapple might join the ranks of the AFLAC duck and Jolly Green Giant as an advertising icon. My bet is “no.”

Author: Don Roy

Don Roy is a marketing educator, blogger, and author. His thirty-year career began with roles in retail management, B2B sales, and franchise management. For the past 22 years, Don has shared his passion for marketing as a marketing professor. Don's teaching and research interests include brands, sports marketing, and social media marketing. Don has authored over 20 articles in scholarly journals, co-authored two textbooks, and self-published three books on personal branding. Don is an avid hockey fan and enjoys running. He and his wife, Sara, have three sons. View all posts by Don Roy