Category Archives: Promotion


Source: company website screenshot

An e-problem in e-commerce

A company slogan should say everything it can about the positioning of the brand, ideally even something about the USP. What makes you different? What quick yet memorable statement would you like to make in a catchy way that summarises what you stand for, who you are, or why to buy you? So when the time to go online came … Continue reading


Unfortunately, we all saw this

Posters for all people

Posters are perhaps one of the most public forms of advertising. You can buy individual poster sites or whole packages matched exactly to your target group, from mothers shopping at superstores to hip city dwellers foraging for fashion – but also even B2B audiences making their way from the airport to the trade fair. So when you’re planning the M … Continue reading


Enough to make Telekom see red

Gaining coverage

One way to attract interest and get people liking your brand is to talk about something that occupies their thoughts. With mobile users, being available and (these days) having good and fast data access is important. So what better way to attack your competitor than expose their weakness: bad coverage. I like this example because it’s showing that German companies … Continue reading


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Crumbs, free publicity

Bahlsen – once only a German brand but in the meantime tapping into international markets after making it to No1 here – got a lot of free publicity earlier this year when its famous golden biscuit, which had hung over the street near its offices, was kidnapped and held to ransom by mysterious cookie monsters. Only recently it emerged why … Continue reading


Lovely location marketing

Lovemarks and Liebe

When Kevin Roberts, the CEO of Saatchi and Saatchi first wrote about “Lovemarks” and that unique combination of love and respect every company craves for from its customers, I remember thinking “What a lovely term!”, even if the concept was nothing new. People have, after all, been obsessed with their favourite car brands, designer wear and entertainment providers for decades. … Continue reading


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Beer from here

German beer brands, especially the really big ones, have a hard time making sure customers see their positioning as unique. If you go through the top 10, some of the brands’ imagery overlaps – pure ingredients, nature, ‘preference’ brands etc (I’ve counted quite a few that use the preference strategy). I’ve also noticed over the years that big topics used … Continue reading


Du_Darfst_Fuck

Fuck the diet

Unilever brand Du Darfst (indirectly linked to the UK brand Too Good to be True), seems to have changed its mind about a somewhat daring TV campaign. The original version encouraged women to stop strict slimming regimes, with the somewhat shocking tagline ‘fuck the diet’. Luckily I caught the ad and took a picture of it. I’d been planning to … Continue reading


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Frozen actions

During a short stint in Sales, I was told that Mars never price promoted products that could be stocked or “hamstered”. Not sure whether that’s true or not, especially as promotions are a good way to round off the AIDA process – they stimulate customers to act – but that can also do you damage. Interestingly, German gardening centres run … Continue reading


hanuta.jpg

Loyal customers, but fat

On the last MBA course we discussed companies that expect you to go to great lengths just to take part in a promotion. A bit like the mineral company that expects you to drink huge amounts of water just to get a stuffed toy, here is another promotion that really does ask too much of its customers: hanuta (hazelnut snacks). … Continue reading


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Using time well

I love this. My thanks go to the MBA (who shall remain nameless) for this wonderful example of a medium breaking through the message and actually creating the message. As you wait. Forget “guerilla marketing”, forget clever slogans, this gets my vote! For more marvellous media, see here.


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Funny beer

My thanks go to Florian from the last MBA course for pointing out, like many of his counterparts, that German beer advertising does have a sense of humour. Granted, it’s not so dominant as it is in the States and the UK – especially among the Top 10, hmm, they tend to bang away on a different barrel (see here) … Continue reading