Do Good Review: Issue 6
The news blog of Do Good Branding
Let’s face it, we are all influenced by that big yellow fellow in the sky. Affecting how we feel, where we go and what we buy, Señor Sol can send us mad for a Magnum and silly for strawberries. Here are three brands whose sales grow with the glow of summer.
It is safe to say that Brits love cider. The UK has the highest per capita consumption of cider in the world. 2007 saw Magners rejuvenate the market with it’s “over ice” serving proposition and national ad campaign featuring blossoming orchards backed by the dreamy summer sound of the Zombies track “Time of the Season”. The sun shone and sales soared. Four years later the consumer boom in cider sales has slowed but our spring heatwave meant bumper trading. Let’s hope the recent ad featuring Eamon and his beard of bees can get this poor summer buzzing again.
“Just one Cornetto, Give it to me…” You know the words, and so do a sizeable number of British consumers who are more familiar with the advert’s alternative lyrics than the original Italian song “O Sole Mio”. That’s what happens when you run an ad for 10 years. The much-loved cornetto was a pretty posh ice-cream before the likes of Magnum and Häagen-Dazs stole the limelight with their thick chocolate and golden wrappers. The latest Cornetto Enigma ad campaign features a guy who shows his girlfriend his ‘soft side’ by transforming into a teddy bear. More cuddly than classic.
One of the few survivors from the first wave of dotcom companies, these guys win either way. If the weather is good we holiday at home filling up cottages in Cornwall and B&Bs by the sea. Equally, a bout of bad weather and there’s a surge of bookings for drier destinations. But not content with being just a travel retailer they launched a campaign which introduces the strapline ‘Stories start here’, as part of a bid to establish itself as an all-round leisure brand. The ad features vignettes that encourage the viewer to guess the story behind it. So how does the ‘pig in the lift’ story start I wonder…I’m pretty sure it doesn’t end with a happy holidaymaker.
“A successful brand is all about detail. Every facet of a brand must be apparent in an organisation’s communications, behaviour, products and environment.”
Brian Boylan, Wolf Ollins
Is your brand represented consistently across all of your brand touchpoints? We can ensure that the answer to that question is yes. We can carry out a free brand audit so you know in which areas you need to improve.
These “Oscars of the design world” showcase the most innovative and forward thinking designs from around the world, spanning architecture, fashion, furniture, graphics, interactive, product and transport.
Until 7 August
In an adaptation of Lionel Shriver’s best-selling book, Tilda Swinton stars as American wife whose husband is absent in the wake of their son committing a high-school massacre.
The Happy Little Yellow Box
David A Carter
A pop-up book of opposites. A concept book of simple illustrations and pop-ups that master paper-engineering David A Carter has created help to define opposites.
Published by Tango Books