A & P Advertising

Integrated Communications Solutions

Don’t sell to a stranger

BACKGROUND. David Ogilvy coined this phase in Confessions of an Advertising Man, and like all simple statements is a constant truth. While working for Ogilvy Poland, Unilever came to us with a failing margarine brand called Bona. Previously number one in category, it had slipped to number three and was still going south. Although the brand had solid foundations, it lacked modernity and relevance, seen as something of yester year.

INSIGHT. Rather than look at what women (key audience) wanted from their yellow fat spread i.e. more calcium, more easily spread etc, we looked at the wider issues facing modern Polish women?

Interestingly, and as their western equivalents could have told them, the freedoms of a modern free society has its price. Young women felt disenfranchised, lacking information and support structures on how to be a good mother, wife and home manager. Living in cities away from their mothers and female family members they’d lost their ‘touch stones’ to guide them. They need brands that could fulfil those roles.

The campaign strategy was clear, re-establish the brand as relevant to the modern women, showing it understands the issues they face and support them, this all underlined with solid family values. Essential to this strategy was to tangibly support women, rather than just go out with a strong brand campaign. We extended the idea therefore to a part work on pack coupon redemption – three part book that gave hints and tips on everything from 1st aid to flower arranging, home finances to cooking.

Launch Ad

THE RESULT. Bona went to number one in the 2nd month of the campaign. The Part work book redemption was over subscribed by 150%, which got the brand manager in a little trouble for poor forecasting, but in a good way.

Part work ads

Advertisements

10/04/2009 - Posted by | Brand advertising, Insights

No comments yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: