Creative briefings that clients provide us with these days typically mention target audiences consisting of men and women aged 18-25. Apparently, in this period of age consumers are willingly to connect with a brand on a more sustainable base, which is the perfect ground for brand loyalty.
The article is written by Gaston van de Laar, Client Services Director at CARTILS
At CARTILS we have gained experience creating brands and brand designs. Over the years, we have observed that the most difficult part of our job is to truly create unique brand personalities: design that embraces their very own DNA and endure a life time.
With this year’s Olympic Games in London and European Soccer Championship in Poland and Ukraine, it is likely that many brands will try to use these events to reinforce their engagement with consumers. Among other things, we could expect the introduction of several limited editions. In particular, Coca-Cola has got a long track record when it comes to linking to the biggest sport events on earth. Some of these limited editions will be a huge success, while others – like Coca Cola’s ‘polar bear cans’ last winter – turned out as failures.