“From time to time Apple… launches a product with a major ad campaign — and it’s not a hit,” Ken Segall writes for Observatory. “Case in point: iPhone 5c.”

“Contrary to what most people think, an ad isn’t just good or bad. An ad is the execution of a strategy — and that strategy can be strong or weak,” Segall writes. “Clearly plastic was a big part of the iPhone 5c strategy. The launch ad was entitled Plastic Perfected. The launch video featured Jony Ive explaining that iPhone 5c was ‘unapologetically plastic.’ There was a strategic plan to head off the potential negative by boldly proclaiming it as a positive.”

“Unfortunately for Apple, creativity can be a double-edged sword. The ‘unapologetically plastic’ line in the product video was so interesting and memorable, it got played back over and over in articles about the lackluster demand for iPhone 5c. Not exactly what Apple intended,” Segall writes. “If the iPhone 5c is struggling, is it because it’s plastic? Or because Apple made plastic a major selling point? Or because it wasn’t significantly more affordable than an iPhone 5s?”

Read more in the full article here.