Posts Tagged ‘Promotional-marketing’

11.23.09

Coopers’ cheating beer brand

I like a beer, there’s no point hiding it, it comes hand in hand with the Irish Brogue. So naturally, I pay a little bit more attention when new beer brands are born. So I was somewhat intrigued when I noticed the huge billboards on the end of Punt Road with colourful DNA graphics and a fancy boutique bottled beer. It was a new brand, 62 with the tag line ‘You know who you are’ and a descriptor ‘the perfectly individual pilsner’

I wasn’t intrigued enough to seek it out or try it, it didn’t seem like my kinda beer, a bit flash, for a fella like me. It wasn’t till stuck at the lights one day, I noticed the Coopers logo in the corner of the Ad and felt a thrill. Maybe this beer is worth my attention. Coopers are brewers I trust. They make great grog.

Coopers 62 Pilsner

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10.13.09

Brand it like Coke – Developing Unique Brand Properties

Walking the streets of Paris recently I was struck by the appearance of the latest point of sale campaign for Coke. It wasn’t the visual language of the campaign that struck me, nor a stunning creative execution, there were no bronzed & cut young French guys or girls. In fact what struck me wasn’t anything that I saw, more what I didn’t see. There was no photographic image, no brand colours, no copy line, strictly speaking there was not even a product shot – an unusual approach for retail point of sale to say the least.

Coke Paris point of sale

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08.10.09

Brand Promises – What offers say about your Brand

kmart

What makes a great offer, what does it say about your brand, can it damage it?

My interest was aroused by the recent  Kmart price promise TV ad – it’s set up in a way that has none of the usual retail frenzy of Kmart ads, being more akin to a political party crusade. It attracted my attention because it shows everyday people talking about an important promise – later it’s revealed this is the Kmart Price Promise – find the same item cheaper elsewhere and we’ll match the price. Kmart is an important and iconic brand, it successfully provides for the needs of millions of Australians, I should make it clear I like Kmart.

I saw the ad at least 4 times, which suggest a fairly sizeable media spend. Interestingly over the next few days a number of friends also mentioned the ad. Unfortunately, for all of us, we were underwhelmed by what the promise actually involved. It seems to me that having decided to strongly promote this offer Kmart missed a chance to deliver a really strong message for the brand.

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