Dreaming of different things

With or without him? Get with it.

With or without him? Get with it.

During my summer holidays this year I met a number of interesting campaigns again and this first one on the right didn’t fall into the ‘good’ category. We have two young grown-ups sharing a fantasy, as young adults do. So what is the object of their imagination? You’ll be disappointed when you find out. Salami sticks (full ad here.)

Maybe I’ll never understand some markets. Their clothes are trendy, he has the right beard to be ‘in’ at the moment. The background is appalling, the imagery reflects nothing of the pure Black Forest ingredients. But we get a clear message: share this with a loved one, or be selfish and enjoy it by yourself.

I discovered this next ad purely by chance in a Bavarian backwater, while searching for a men’s toilet, at the back of an obscure petrol station, in a backroom where they sold beer. Ok, a well placed ad near the beer brands, but so difficult to see that it was easy to miss. I did spot it though and was impressed by it in a strange way.

Unique – but lost

Unique – but lost

They’ve done what all marketing specialists should do: find a USP. This is a very small practically unknown brand on the German beer market (I’ve not met anyone who knows it yet), but somebody at the company worked out they have something special to talk about. Shame it gets lost and will sadly be forgotten one day, but good thinking.

(In case you’re not fluent in German, their USP is that they are the only brewery in Bavaria that – like in the good old days – makes all its ingredients itself)

Alex Woodruff

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