WO71 winners

The case study this time involved attacking Listerine with a new product concept. The winners’ concept was called Dent 4’s, pronounced like ‘dentforce’ with German phonetics. The idea was to remove the toothbrush, toothpaste, dental floss and mouthwash from the bathroom cabinet and replace these with a single 4-in-1 solution. Available as tablets, Dent 4’s were not just designed to … Continue reading


Simple packs

Nothing like calling a spade a spade (ie, just saying what something is). And this is not the first time I’ve written about a company doing something like this. My problem with this one, however, is the strategy. It seems the Muh brand belongs to Arla, a rapidly growing Danish conglomerate that has been expanding a lot through mergers and … Continue reading


Time-warp marketing

My prize for the most exaggerated marketing trick of the year goes to two companies who are stretching consumers’ patience and stretching the time continuum. Every year, companies put Christmas items on sale earlier and earlier. This year was the furthest I’ve seen anyone pull Christmas forward. I found this example of winter fruit teas in a German supermarket in … Continue reading


India hits Germany via England

I sense I may have stumbled across an example of fridges being sold to eskimos. In the land that can practically be considered the cradle of beer brewing, they are starting to make and market pale ale beers and Indian pale ales (IPAs). From the brewery of Riedenburg near Regensburg to Schönbuch near Stuttgart, Germany is adopting a beer from, … Continue reading


A bizarre endorsement

Like testimonials, product endorsements are a powerful way to convince undecided customers that they can indeed move beyond attention, interest and desire in the AIDA process and get to action – ie, buy. To work, you normally choose an endorser with positive values, somebody of authority perhaps, an expert, someone with a emotional image that you trust. When I saw … Continue reading


A simple tease

A vineyard in Switzerland was the last place I expected to come across a QR code. I’ve been negative about their overuse in the past and the unrealistic expectations advertisers have regarding response rates, so, before most marketing execs give up on QRs forever, maybe it’s time for me to praise a good example. The grapes on the vine were … Continue reading


Tourist attraction

Two examples from this summer, one from the Black Forest and one from the German speaking area of Switzerland, but both of classic tools used in advertising to grab attention or raise interest. The first falls into the ‘sex sells’ category with an attempt to compare hills, crevasses and vegetation to, well, a woman’s body. Is this an attempt to … Continue reading


A hole in the strategy

When I stumbled across this chocolate, I had to buy it. I know Aero well from the UK. But what, this says Trumpf on it?! How could this not be Nestle? It seems this German company got there first. They had the name already, they had a product in the chocolate sector (important, as when you register a brand you … Continue reading


WO70 winners

It’s not often we have two winners of the case study, but it’s also not often I show the target group the results of the work. After a small focus group of kids aged 5 to 8, we had two favourites. Qualitative feedback from customers is not statistically representative, so of course we can only assume a larger sample would … Continue reading

Go with me

Transporting the wrong message

I’m used to seeing companies putting their foot in it with a brand name that translates badly into another language or with a coincidental bad meaning (see posts on Doggy Style or Boring) but this is usually in an international context. When I spotted this unfortunate example on a lorry last year, it immediately struck me as an example of … Continue reading


A good match with customers

The latest case study winners came up with an alternative for Unilever’s teenage fantasy deodorant Axe (Lynx in the UK). It’s difficult to say if they won because of the positioning versus ‘The Axe/Lynx effect’ or the packaging. The positioning was already clever: while Axe/Lynx plays to a desperate dream of young men that using the product will make complete … Continue reading