I turned the page of Grazia a few weeks ago to See Diet Coke’s latest press advert, which was essentially an image of a naked male torso alongside the copy line: “There’s nothing like a six pack to put a smile on your face”, apart from it didn’t.
Understanding the history of packaging provides insights into some modern day trends. In search of those insights, I went back to the origins of packaging—many hundreds of thousands of years, to the early hunter-gatherers.
The days of traditional display advertising are numbered. Programmatic is relevant, cost effective, targeted and what’s more – it provides instant returns.
The revelation earlier this year that Pizza Express serves Halal chicken in every chicken dish without stating it on the menu was another dent in consumer confidence in brands following the horse meat scandal of last year.
The best digital brands never stand still. The key to survival will be learning from what works, constantly trying new things and continually seeking to improve.
There has been a recent trend for brand owners to focus on revitalising traditional British names and rekindle the consumers’ love for these favourites. Such activity couldn’t have come at a better time, with a recent Super Brands study showing that UK brands are also those that resonate most with the consumer.
Over the last few years, Brands everywhere have been adopting more personal and emotional narratives in their story telling. These stories have been about putting peoples life experiences first whilst the brand is happy to play the supporting role.
Some brands have really stood the test of time, ebbing and flowing but importantly surviving the lean times and flourishing when the zeitgeist allows them to really shine. Brands such as Levi's, Converse, Colgate, Ford, Wall's Sausages, Coca-Cola, all have the absolute right to talk about heritage and often do…