Kingsmill Confessions, hmm??

How to react if your campaign is not going well? To close your eyes, ears and continue like nothing happened and everything is perfect, or to reconsider it?
Kingsmill is the perfect case to follow from now on; they launched the £11m ad campaign "Confessions" in September 2009 in UK. After the launch, Kingsmill Marketing Controller Michael Harris stated that; "The new creatives, not only represent one of Kingsmill's largest ever investments, they also reflect our understanding of the modern day family. We’re confident that these new creatives, showcasing cheeky family fun, will reflect the Kingsmill brand personality, and achieve strong cut-through and differentiation within the market. The campaign will extend well beyond TV advertising into other media. For example, online at www.kingsmillconfessions.com, where consumers will be invited to share their own confessions and listen to other peoples."
Ok it looks like a regular speech from the marketing team of a brand in case of a launch/relaunch. First watch the creative below if you haven't seen the ads yet;

But it seems that the audience didn't agree and not responded to the campaign, or if responded not in a good way. Kingsmill brand personality seems to be out of fashion or boring according to online comments of "the modern day family" or its members. The last but not the least launching a web site that does support your TV campaign does not mean you are going online. Going online means much more than having a specific web site about your product/campaign... Just to state some realistic numbers;

• The campaign still goes on and the confession videos uploaded to Youtube is less than 20.(It's been 6 months now)
• The alexa ranking of the campaign web site is really really low.
• 3 anti groups against Kingsmill's new campaign with a total of more than 200 fans on facebook.
• No pro groups about it.
• Not much tweets about it.
• The blog coverage about the campaign is generally not positive.

And the campaign still continues which obviously have a negative effect on brand's reputation or no effect at all which, may be considered worst...
I will be following this campaign and its results, follow fitloose...
Drop me a line if you have any comments below.