Arment Dietrich

Does it work? Does it matter?

By: Arment Dietrich | December 15, 2008 | 

A few weeks ago, Stove Top launched a new ad campaign by installing heated light bulbs into 10 CTA bus stops around Chicago. These hot signs allowed patient pedestrians to feel the warmth as they developed a strong craving for Stove Top Stuffing.


However, in Kyra Kyles’ RedEye article last week, she unveiled a shocking truth about the highly anticipated hotspots – they’re not hot!


So my question is: Does it matter?


Initially, I thought that whether the heated bulbs actually provided heat or not made no difference at all. The media attention Stove Top has received from their great, body-warming idea far outweighs a couple bad experiences.


However, after careful consideration, it occurred to me that perhaps the feelings of disfunction, anger, and brutal cold would turn on Stove Top and actually cause more harm than good.


What do you think? Do the cold stuffing signs matter?

  • Suzie Bilek

    I don’t think that it really matters. In the long run, what people are going to remember is that Stove Top had this great marketing campaign with heated bus vestibules.

    I always learned that even bad news is good news. Though people are spouting off that the heat lamps are not warm enough, it’s still one more person talking about Stove Top in the media than before.

    And to the RedEye reporter: Buy a warm coat. You live in Chicago. Don’t rely on Stove Top alone to keep you warm.

  • Joe Moylan

    I find it interesting that Kyra Kyles wrote this article given the fact that she is a Chicagoan and native South Sider. Sure the advertisement would be more effective if the heated bulbs actually kept people warm, but who are we kidding?

    First of all, let’s not forget the fact that CTA bus stops are three-sided structures that are open to the environment around them. Any heat generated by those bulbs would immediately escape to the outside.

    In addition I believe that Miss Kyles has neglected to take into consideration a major environmental factor that makes Winter-time in Chicago so much fun; the wind.

    If it is 15 degrees outside with the wind whipping off of the big lake at 25 mph and you are standing in a three-sided CTA bus stop shelter, I don’t care how much heat those bulbs are cranking out, you are going to be cold.

    To sum it up: Great idea, bummer people aren’t warmer, but get over it, this is Chicago!

  • Christine Heim

    You both make great points! And I absolutely agree with you. If my eight layers of clothes can’t keep me warm, how can I expect a couple lightbulbs to?

    Press is press and cold is REAL cold.