Snickers satisfies - strong new communication platform anchored in target group and need state

 It was my hubby who first commented on the greatness of this commercial. It's not often that he says 'loved that!' about ads so this time it really made me reflect on the greatness of the new Snickers communication concept. What is it that makes it so great and spot on? I would like to point to three things:

1. Snickers knows its target group
The bulls-eye communications target of Snickers is clearly men aged something around 25-35 years old. Guys who are adults but still non committed. Active guys who enjoy sports and a having a banter with their mates.

Snickers have clearly done their homework and anchored the brand to a target group. This is good, sophisticated marketing practice.

2. Snickers have anchored the brand to a consumer need - satisfying hunger, filling you up
The recent ads from Snickers are so spot on because they are relevant. We all recognise the situations when our blood sugar levels are low and we need to fill up with something to keep us going and avoid getting grumpy or irritated. Identifying the needstate where there's potential to anchor a brand like Snickers have done give you potential to gather fantastic and deep emotive insights onto which one can then build strong communication concepts. The team behind Snickers have done their homework well.

3. Turning insights into Action - strengthened positioning and powerful Marcom concept
Last but not least. It takes a lot of work to turn insight into action and it takes a lot of creative skill to turn brand strategy and insights into great creative. The team behind Snickers deserve a bow. From a quick google search it appears to be top agency TBWA who should be proud of themselves. As well as the Snickers brand team of course.

My conclusion? Well, I do think that this work is some of the most spot on brand, insight and communication work I've seen in a long time. And I do think that this work will have a positive effect on global Snickers sales. I'm fairly sure my hubby will chew down a few...

Pepsi diet - now in the new, and debated 'skinny' can

 In todays Resume the new Pepsi 'skinny' can is mentioned.  I'm a firm believer in the power of attractive packaging and packaging design that's fully aligned with the brand proposition. And I think the new Pepsi 'skinny' can is just that. It's a modern and sleek packaging targeted at a group of consumers who care about their appearance and the stylishness of products. So what is so wrong about that? Well, the reason the new 'skinny' can causes a bit of outrage in media is of course the play on the word 'skinny' and its obvious linkages to this body ideal. There must of course be a specific reason for the use of the 'skinny' word in marketing communications. Pepsi knows that it will cause a debate, and thus.... lots of extra media and social media coverage for the new bottle and design. Is this ethical? Hmmm, well Pepsi don't seem to mind that much. And ethical or not, I'm sure it will be profitable. So, from my perspective this can be summarised as great design, great packaging but with debatable marcoms and corporate ethics.

AXA launches new concept - AXA Great

I quite like the look of the new concept AXA Great and I think the push of instant oatmeal porridge is a really good one in Sweden, a country where people love eating oatmeal porridge. The big difficulty will be to convice Swedes that porridge can also be eaten as an in-between meal or as a light lunch or evening snack. This is how porridge is eaten in many of our neighbouring countries but it will be something new for Swedes. The other challenge will be to build awareness and distribution for a product that is 'new' to consumers and retailers alike. Whilst being an old product in many ways this new and more convenient way of enjoying porridge will still be a challenge. Where are we e.g. going to find this product in supermarkets? 

Whilst there will be challenges I think the AXA Great concept is a modern and fresh concept for today's current porridge consumers. And if AXA builds awareness I think it might also have the potential to attract new or light users to the category. Now porridge doesn't have to be dull and boring. Instead it can be fresh, innovative and yummy looking!

Swedish classic Kexchoklad launches its first big 'flavour' extension Kexchoklad Blåbär

Kexchoklad is for Sweden what Kit Kat is for the UK:  a classic chocolate biscuit brand that most people are emotionally attached to in one way or another. This attachment is often related to strong, positive and emotionally charged childhood memories.

Kexchoklad is also a brand with a strong following and relevance. With a high brand awareness and lack of relevant competitition sales stay high year after year without major investments. I think we can all agree that it must be a fairly good position to be in?

So why they launch of a flavoured line extension - and one that's not just a limited edition? Well, that's a good question. The answer may relate back to a number of reasons. This may be a serious attempt to add a new permanent member to the family. Another reason might be that the current heavy users of Kexchoklad are conservative, and that the brand through this extension wants to attract new, more novelty seeking users to the brand. Whatever the reason, it will be an interesting launch to follow. Will Kexchoklad Blåbär attract consumers, and will it be a permanent addition to the chocolate fixture? Will Kexchoklad Blåbär damage or add new vigour to the Kexchoklad brand?

New year - new postings?

Well, you haven't seen me write for a while and some of you might have wondered what I've been up to. Well, the sad and simple truth is - not much. Apart from traditional celebrations, presents and so on I've simply had a couple of terrible weeks with flu, colds and stuff like that. Family colds and fevers have effectively shut off all my energy and enthusiasm for writing anything at all. Sad but true.

So, it's been a tough start to the new year - but hopefully the doom and gloom days will pass soon.

And, I promise to also this year write more about marketing, insight and interesting concepts and innovations!

Coca-Cola - the maker's of the best christmas commercials ever

There are no competitor up for challenging Coke when it comes to great christmas commercials. The 'open happiness' message is yet again powerfully conveyed through an ad that I simply love to watch. It contains all the emo ingredients that we want to feel and sense at Christmas...

Love the design by this Kiwi based company - The Collective Dairy

I absolutely love the communication and packaging design by The Collective Dairy, a New Zeeland based dairy company that one of my reader's suggested me to take a look at. You can't but adore their fresh take on dairy goods packaging design and their witty unique way of talking about themselves and their dairy products.  I can't wait to check out their products on my next visit to Aeteroa! Check out their website

Ryanair tacky campaign - it surely put me off flight shopping...

So, yet again I forgot about my promise to 'never, ever fly Ryanair again' and started browsing their website.

Luckily this time they totally put me off shopping by their incredibly distasteful 'The girls of Ryanair' charity christmas calendar. Incredible! How low will they go?

I thought I had seen the worst from Ryanair already but there are apparently more distasteful things to come. So you guys, enjoy this cheesy ad to the left... and continue to ignore Ryanair crap and buy your flight tickets from Norwegian, Easyjet, SAS or BA...

Colgate Max White - good emo message in the functional benefit world of toothpaste

The most recent ad I've enjoyed is the recent Colgate Max White commercial that's currently running on Swedish television. The good news about it is that Colgate have found a great insight to work from and  focussed on the emo benefit of 'let the smile speak for you' rather than the functional message of 'gives you white teeth'. That's great news for Colgate and I think the Max White might have a fair chance for success in the marketplace, given the great comms being grounded on insight with substance. Unfortunately Colgate haven't trusted to share the ad on Youtube, so I cannot share it with you. But do visit their website if you want to view the ad.

Cadbury conceptualises more - New Bar of Plenty good example

I spotted new Bar of Plenty from Cadbury on a recent trip to lovely London. There are a couple of things that interest me with this launch and I would like to share them with you.

One thing that I find interesting is the thinking behind the concept. Why did Cadbury decide to use a prominent concept 'Bar of Plenty' and a much smaller weighting of the Dairy Milk brand?

There might be a few reasons why. For starters the marketing team might have made the judgement that  'Bar of Plenty' is very different to the Dairy Milk proposition, or, they decided that the new proposition was really not that different and could have been included under a stronger Dairy Milk umbrella but, to truly stand-out and be an effective and unique competitor on the chocolate shelves  it needed its own life, a linked but still seperated life to Dairy Milk. Interesting to follow next brand extensions!