Tag Archives: recession

How many fingers has your Kit Kat got?

10 Apr

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I got quite excited seeing an advert for a limited edition five-fingered Kit Kat on the way home from work this evening. It stopped me right in my tracks, so much so I texted a friend dubbing the campaign ‘genius’.

But, I did a bit of digging on the new ‘extra break’ campaign only to find it’s as old as the hills. I felt cheated.

An old article on Marketing Week confirmed that Nestlé has been playing this five-fingered game for 15 years.

At the time, a spokesperson claimed that the four-fingered confectionary was synonymous with the Kit Kat brand and that the extra goodness was an imaginative way of offering consumers extra value for money.

Launched just months after it was announced that the UK could experience a triple dip recession, this is the safest investment anyone could make right now.

Nestlé has played smart and gently developed its famous slogan – nudging customers to remember the original version – showing it’s a brand that likes to have fun and laughs in the face if austerity.

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Adverts don’t make nations fat, people do

20 Nov

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There was an interesting article from the Independent on Sunday yesterday on celebrities advertising junk foods.

Health campaigners plan to make a fresh attack on food and drink companies in an attempt to ban them from using celebrities to advertise their products. The finger isn’t just being wagged at celebrity ambassador veterans David Beckham and Gary Lineker, London 2012 Olympians are also under scrutiny for backing salty Subway rolls.

Journalist Paul Gallagher reports that the food and drink industry should be condemned for acting irresponsibly for fooling customers into thinking they can look like celebrities by eating the product they’re endorsing. RIDICULOUS. As clever as PR and marketing is, people are born with an innate detector that helps them to recognise ‘spin’ when they hear or read it. Who would fall into this ludicrous trap? Wait. I really don’t want to know.

Whilst I wholeheartedly agree that food and drink companies must act responsibly, they can’t think for people. Campaigners are hardly giving the Government’s Responsibility Deal for Public Health a chance. This voluntary scheme, which has new pledges thrown at it almost weekly, has attracted hundreds of businesses who want to make it easier for their customers to eat healthier, including Unilever Food Solutions.

If celebrities can grow food and drink sales by association, I say ‘well done’. I don’t call it demon marketing. Adverts don’t create fat nations, people do. And recession, according to rival paper The Guardian today.

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Turn that frown upside down

14 Jul

Marketing magazine’s Nicola Clark raises an important point in this week’s issue – brands must be more upbeat in their communications.

The recession’s never done anyone any good, and brands that continue to draw upon the downturn in marketing materials are boring. Don’t get me wrong – it was a good news hook which everyone could relate to at first, but even I get tired reading and writing the same lines about the “…the continued effects of the economic downturn”. Yes – some products or services might save your customers money, but consumers have scrimped and saved for long enough. We’re ready to spend and 2012 is the year to do it.

We’ve embraced 2012 as the most patriotic of years, celebrating all things British. Last month, you couldn’t logon, open the paper or wait at a station without being teased by brands re-designing their packs with the Union Flag or whispering witty slogans into your ear in honour of the Jubilee. As brands get positively creative so has consumers’ confidence in the economy, according to market research agency GfK.

The climate isn’t easy (here I go again) but positive messaging focusing on an optimistic future will go a long way in helping brands develop a better rapport with customers. It may also contribute to re-building the bridge of trust that some of Britain’s biggest institutions – Lloyds TSB for one – have recently destroyed.

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