9.3.10

Love it or hate it, the new Marmite campaign has got tongues wagging...

The spoof ads by Marmite are quite literally making people look twice at the spread that divides a nation. Who would ever have imagined a Marmite scented perfume or fabric softener would grace our magazines? But the clever people behind this campaign certainly did and it’s a great example of a robust marketing strategy with longevity, founded upon a real understanding of its market.

It also demonstrates how advertising that doesn’t take itself too seriously can make an impact. With airbrushing at the top of the political and industry agenda, it’s a relief to see a successful campaign that doesn’t rely on overly perfected images but instead it is the brand’s tongue-in-cheek attitude that prevails.

No perfume or fabric softener, the ads in fact highlight a genuine new brand extension, a Marmite cereal bar. Despite how much I admire the new campaign, I am still relieved that wafts of this distinctive spread will be kept to a minimum – especially when in close proximity to fellow commuters. Unfortunately for those who share my dislike, following the success of the pop-up Marmite Shop, I’m pretty sure there’s a niche market out there for these controversial products!

And for the record, I still hate Marmite.

SS

24.2.10

London Fashion Week shuns the future of journalism

A new face is always likely to generate a certain degree of media hype at London Fashion Week, and this year is no exception. The increasing presence of the fashion blogger has ruffled more feathers than even the most eccentric creations on the catwalk. Fashion journalists are up in arms over the lack of seats and over-crowded press rooms as the blogger army march in, making up 33% of total press accreditation and stealing the pastries at the after show parties. Before the manicured claws come out and designer handbags are drawn, I wonder, should the industry stop and think before shunning this season’s fashion blogger?

It seems to me that an event which prides itself in bringing new names and latest trends to the attention of the world should do the same with technology. Burberry has recognised this with its 3D show, and yet the future of media is still seen by some as unworthy of seats at Somerset House. As technology continues to evolve, the blogger is the rising star. Whilst there will always be a hierarchy in the fashion world, surely there is space for progression to include the fashion blogger (it can’t be too difficult to order a few extra canapés). The fashion industry must move with the times, not doing so could prove detrimental.

LW

11.2.10

The growing epidemic....

The past few months have seen a growing epidemic gripping the world, and whilst its existence has been known for decades, recent months have brought about an unstoppable surge. I am of course referring to the 3D epidemic, led by James Cameron’s Avatar, which has spread from box office to local pub. The latest offerings include a premier league football match and the England v Wales Six Nations clash, both being shown in 3D.  All this activity gives us a preview of what brands believe will soon be considered everyday; 3D TVs bringing with them a more enriched experience for the consumer. Whilst the world goes 3D mad, using the opportunity to bounce off Cameron’s success, I wonder, should they tread with caution before allowing themselves to be exposed to the 3D infection?

The advances in 3D can indeed be marvelled at. I, for one, don’t miss the rather strange and flimsy pair of red and blue cardboard glasses from yester-year.  Burberry’s recent announcement to broadcast a live fashion show in 3D later this month could even mean 3D glasses will soon come with a designer label attached.  For the likes of consumer technology brands and gadgets the main benefit of 3D is clear; a more effective way to engage with the consumer.  It may not be the case for all brands however, and once the daily coverage of Avatar’s success ceases, the demand for 3D may do so also. Before brands transfer their attention to a solely 3D world, they should consider how far this epidemic is going to spread before it’s quashed by another media craze.

LW