Marilyn Erb

Marketers often use popular culture to inspire part of the marketing mix. Companies and even organizations are using the zombies to sell everything from personal hygiene to tools and even weaponry. The zombie-marketing craze has grown in the past few years. Sears has their own zombie website, where you can stock up on food, running shoes, games, and chainsaws. Axe’s TV commercial suggests that wearing their product can get anyone some “action.” The CDC even got into it last year with their online zombie survival guide. It was so popular their website crashed. This year began a series of 5K obstacle course races where you face your normal obstacles and have to outrun zombies. MGH, a marketing firm in Baltimore has added a zombie marketing division, and numerous hardware stores have installed a “zombie preparedness center” to their stores. Now, there is a new group joining the apocalypse - gun, and ammunition manufacturers.

Ruger is marketing a “Zombie Slayer Package” to their line-up. It consists of the handgun, one magazine, a case, lock and a copy of the book, Zombie Survival Guide. The “Zombie Killer” logo imprinted on the gun in neon green and orange makes it look like a toy. What are they thinking? Hornady, an ammunition manufacturer, has followed suit with its “Zombie Max” ammunition, available in a variety of calibers. Their website has a disclaimer stating that their ammo is only for zombies, not animals, or humans. Are serious adults going to buy this? This is irresponsible marketing. When you make weapons that look like toys, to kill imaginary creatures, something is bound to go wrong.

When is using popular culture to advertise going too far?

Graphic Credit:
Animationfactory.com