How to develop a beer brand from scratch. A brief summary of how we tackled the project. The opportunity South Africa has many beers. Castle - the beer for socialising. Amstel - slow-brewed. Hansa - now the beer for achievers. Carling - for real men. But is there a beer positioned for that classic moment: when [...]
The USP is dead. Long live Repetitive Pleasures. Traditionally, when products are marketed and advertised, there's a Unique Selling Proposition or a Consumer Promise at the heart of everything. "How is our product better than and/or different to its competitors? What is the one thing we can say to consumers?" Rosser Reeves of the Ted Bates agency introduced the [...]
Don't look for answers. Ask questions. Ad agencies' standard claim to fame is that they think out of the box. That's a terrible cliché. One that does a disservice to the people who do, in fact, have an extraordinary ability to come up with the most unexpected ideas. For clients whose train of thought [...]
There's no finer example than Johnnie Walker. In the 1990s, sales of Johnnie Walker whisky were declining. London ad agency BBH was appointed to develop “an enduring brand idea that could transcend borders and adapt to local as well as global business needs.” Yes, it mattered that Johnnie Walker had blended whiskies for almost [...]
