Engaging brands
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- SlashPeckham
Quick question for you – what brands can you think of that have executed great brand engagement. what was it and what channels did it use ( doesn’t have to be online ).
thanks in advance :)
- kult0
I engage with Dr. Pepper on a daily basis.
- Dancer0
Innocent. On their packaging
- mistermik0
is nicely done
- kelpie0
the whole myth and cult of the Pepsi challenge was genius brand marketing, it nearly scunnered Coke completely way back when.
- haha, I took the pepsi challenge and fucking nailed it.Jnr_Madison
- People started clapping and everything.Jnr_Madison
- thing is they don't so sip test anymore because they're completely unrepresentative. they give people packs to drink at home.kelpie
- ...at home. Coke shite it when their own sip tests came back pro pepsi and no one thought to wonder if maybe, just maybe...kelpie
- ...Pepsi only wins cos its sweeter, and people react to sweetness in sip challenges. idiots, cost them millionskelpie
- I have been on both sides of the fence but you can't beat ice cold coke from a glass bottle.Jnr_Madison
- Michael Jackson + Sip test mythology = massive WINkelpie
- *sips from ice cold glass bottle of coke.Jnr_Madison
- I like pepsi too, but at that time Coke actually redesigned the drink to lose its sharp taste just because of the pepsi challenge.kelpie
- Fuckwittedness of a magnitude rarely seen in the soft drinks sector ;)kelpie
- Yeah, I remember that, what a massive fuck up having to change back so soon after.Jnr_Madison
- There was a prog on the TV about that not long ago, pretty funny.Jnr_Madison
- yeah, too funny. what a bunch of corporate retardskelpie
- neue75_bold0
— HSBC
Channels = Failure
- Jnr_Madison0
Swift Cover - Iggy Pop. Fucking hilarious.
- oh, you asked for great.Jnr_Madison
- In saying that, no one has a go when the big stars go to Japan and push fanny pads and the like.Jnr_Madison
- Fucking scary,.roundabout
- that advert does my head inAkiraprise
- graham0
Been working on some MINI stuff and their brand is quite clever, with the frame etc
- any chance of a link?SlashPeckham
- I work on some Mini Suff. to, there bloody tight with there branding, That logo must be the correct size sir.roundabout
- Hah I really liked working on MINI too. Nice tight and clean identity.d_rek
- lowimpakt0
Re - pepsi challenge ^
i heard a podcast of gladwell talking about the pepsi challenge scam.
it's bullshit.
- don't destroy my childhood memories...Jnr_Madison
- sorry dude. It's 100% reallowimpakt
- real bullshit.lowimpakt
- utter utter bullshit. quite brilliantly worked bullshitkelpie
- lowimpakt0
http://hoppsan.org/jamesb/blogge…
People think that preferences are immutable but in fact they are unstable. As a further example, Gladwell looks at the series of events that caused Coke to introduce New Coke. Despite the fact that Coke was the #1 drink ahead of Pepsi, Pepsi ran a remarkably successful ad campaign called the Pepsi Challenge. Basically people in malls were given samples of Coke and Pepsi without being informed of which is which and they were asked to pick which they preferred. Overwhelmingly they said that the preferred Pepsi. What could be more unbiased than a blind taste test? So Coke launched a campaign to produce a drink that would do well in the blind taste test. The product was New Coke and it was preferred over Pepsi in a blind taste test ~ 55% / 45%. The product was introduced and went on to become a business school case study in product launch disasters. Much has been made of bad marketing or lack of market place acceptance but Gladwell thinks the answer is a lot clearer than that. The problem has to do with the instability of preference. The principal problem with the Pepsi Challenge test is that you only take a sip. It turns out that if you are sampling drinks and you only take a sip you will invariably pick the sweeter sample. But a sweeter drink that is more palatable for a sip becomes revolting when you drink a whole glass. This was the genius of the Pepsi Challenge - Pepsi knew that they had a sweeter drink so they developed a test (by design or not) that would favor their drink.
- or you could just read the notes on my above post.kelpie
- *sticks out tonguekelpie
- Yeah, I was expecting some big conspiracy. This, as the notes above, we already knew.Jnr_Madison
- would you call this bullshit or a bit of marketing genius.Jnr_Madison
- is there any difference?kelpie
- olli1010
Everything you need to know is here:
- roundabout0
Honda do good Engaging branding, and Red Bull.
- olli1010
While we're at it - here's some background reading for you.
- jimv0
Volcom