Last weekend saw one of the most creative but bizarre ‘space’ initiatives with the opening of the Cake Britain—Mad Artist’s Tea Party exhibition—the world’s first entirely edible art exhibition (at the London Future Gallery) sponsored by Tate & Lyle Sugars to promote their switch to Fairtrade. And, in Berlin, at the Bread & Butter Fair Diesel created one of its best spaces to date with a fun beach’n’cinema studio dome presenting apparel, jeans, footwear and vibrant accessories with a specifically created event motto of ‘BE STUPID!’…
Human behaviour is a curious thing. When staff at a major corporation complained that the lifts took far too long, the bosses costed out a refit, discovered that it would be astronomical and called in a firm of behavioural specialists instead. Shortly afterwards full length mirrors were fitted by the lifts on each floor and the complaints stopped overnight.
Are you living a lifestyle – or your life? In general, and even in just the past 3-4 years, there has been a massive shift in our aspirations and, ergo, brands are now having to re-think their offer. Lifestyle branding is no longer prescribing (as previously) lifestyle on a mass scale but is rather moving to a new evolution of — and design of — what we are terming ‘living brands’ with a re-focus of aspiration around ‘real life’ lifestyles.
Huge companies including Unilever, Heinz and Sony believe that umbrella branding should be the basis of their communication activities in promoting their products. They are launching campaigns with taglines fitting the whole range of products. Heinz, which spend $8.3 million to promote the all of its goods under one slogan “It has to be Heinz”, is one of them.
The time is right for the marriage of CPGs’ new product development expertise and retailers’access to shoppers and ability to execute. Today there are constant questions about traditional media’s effectiveness, a segmented customer base, and a vast majority of purchase decisions being made at the store shelf.