Building Brand cost big $$$
13 million spent mostly on TV ADS
Take on a condescending tone with the consumer. MotherNature is condescending to the people that she interacts with in the commercials – model with foot fungus, men with sexual disorders, people in an office with memory problems. These commercials, though funny, undermine one of MotherNature.com’s core benefits – no embarrassment. Because the protagonist in the commercials is making fun of various ailments, it makes customers feel less comfortable about going online to purchase products;
Makes customers appear dumb. This is a variation of the problem mentioned above. For example, in the commercial with the model, it is obvious that MotherNature feels that the model is not very smart. No customer wants to associate him/herself with a dumb consumer;
Doesn’t explicitly say what they’re selling. Though the commercials may be humorous, they are unclear about what product is being sold. After watching several commercials, it is likely that people would not know what MotherNature.com sells. Though very reminiscent of the flashy and attention-grabbing commercials of the dot.com era, these advertisements do not send clear messages.