Enough monkey business!

I am imploring Subway Sandwiches to re-evaluate their decision to use a monkey as their mascot and reassess the reasoning behind their recent campaign strategies. As a marketer, as an animal-lover, and as a potential customer, I am deeply disturbed by the use of a monkey in their recent advertisements.

For one thing, who exactly is it Subway is trying to target with these ads? Logically, one would have to believe that the advertisements and messages are best directed to adults. In which case, typically, one would not use cartoon-like characters when addressing audiences over the age of 6 or 7. Furthermore, as there is no such thing as a "scientist-monkey" or a "science of sandwiches" to what are viewers supposed to relate when watching these commercials? As disturbing as is the creation of a non-existent occupation for a cartoon monkey, even more disconcerting is the association of a primate with a sandwich.

Still more vexing than attempting to discern their intended audience is deciphering the message Subway Sandwiches is attempting to convey to their viewers. At the onset, the monkey was highlighting unhealthy meal options and offering Subway Sandwiches as a healthy alternative, an obvious strategy to compete based on values, and more specifically, health. More recently, the monkey's role has evolved into that of a scientist who is asking viewers to perform a math calculation to show that one can purchase a Subway Sandwich at an affordable price. A radical and confusing shift in focus from health to cost.

Although I admit that I am not privy to the information on which these decisions were based, it would appear that Subway Sandwiches has truly lost the focus and direction of their marketing message. I understand that Subway executives see that “the monkey is more of an icon of continuity rather than a spokesperson," but it is difficult for others to see him as anything besides an annoyance and source of clutter and confusion. It is virtually impossible to ascertain whom they are targeting and what they are trying to say. Because of this, most of the goodwill created by Jarred Fogle when he was Subway's spokesman has been lost. People trusted Jarred. They related to him, to his honesty and took pride in his successes. One can not trust, relate to nor take pride in, a cartoon "scientist-monkey" who cannot decide which is more important...health or low cost.

If I were trying to market Subway Sandwiches, I would start by revisiting their value proposition, and from there re-establish the relationship between customers and the company by developing a marketing strategy which would reinforce a single, relevant message to a well-defined, well-researched target market.

For goodness sakes, Subway, whether you decide to take my advice or not, whatever you do, please, stop monkeying around!