The name game that fizzes
IN MARKETING terms it is no surprise that Coca-Cola is one of the biggest brands in the known universe (whether it has or hasn’t been overtaken by Apple is immaterial ... it will be around long after people go back to eating apples).
The way it has become an icon is not because of the product. It’s just flavoured, sugared water which, apart from benefits for thirsty people ( or athletes in endurance events – nothing helped me more than Coke when running The Comrades), it has little intrinsic value.
Marketing has turned it into an essential part of a fun lifestyle. Who among us has not had some fun where Coca-Cola has been nearby? Its image has always been one of excitement, of fun, of enjoying life – right back beyond the classic I’d Like to Teach the World to Sing days.
And the thing about the Atlanta-headquartered organisation is that with a benchmark unchanged product, they put a whole lot of effort into the “three Ps” of the marketing mix so often ignored by companies: Price, Place and Promotion. The cost of a Coke is reasonable enough that everyone can enjoy one. The distribution network is the best on the planet and, most importantly, they don’t cut back on promotion, even in tough times.
The new Coca-Cola campaign is a story about the fun and excitement on the streets. Instead of the normal Coke logos on the bottles, they now sport the names of South African people. And then we see an almost unbelievably cute and intelligent dog tearing around because he can’t find his own name anywhere. When he finally sees “Bobby”, there’s an explosion of excitement.
It’s a great point that Coke is truly the drink for everybody (and their dog).
The ad, conceptualised by Draftfcb Joburg and directed by Greg Gray of Velocity Films, pulses with energy with (so I am told) well-known collectives such as I See a Different You, Boyzbuks, Vin- tage Crew, The Sartists and Soweto Skate Society, as well as other South African “it” personalities. It’s an ad that makes you feel good – just like a Coke does. So – Orchids all around.
I love Audi and its advertising, but its latest TV ad, for “South Africa: Land of Quattro” is going to have to get an Onion.
Have a look at the picture and also look at the ad on our i-lincc (sstaronion02). The car is on the wrong side of the road. I appreciate that there is such a thing as poetic licence, but in our country, where drivers are not the smartest creatures around, I don’t think this sort of thing should be shown. Clearly, it was made for a foreign market (one which drives on the right-hand side of the road) but that subtlety might be lost on our speed freaks who have no idea what a solid white barrier line is for.
Am I the only one who gets irritated by the fake American accents that advertisers use, particularly on radio, in the mistaken belief it will give added credibility to their products?
The latest is from Executrain, which has an American voice-over (via Brakpan no doubt) telling us a story about a businesswoman who has been in business for “twenny-five” years and benefits in some way from the company’s services. Onion for y’all.
Someone who is probably trying to get as many Onions in her KFC-fuelled advertising as she can before Pravin Gordhan’s government spending axe falls is Northern Cape Premier Sylvia Lucas. She was, you’ll recall, the politician exposed in the Sunday Times for having spent tens of thousands of rand of taxpayer money on, among other things, take- away food, including KFC and Nando’s.
This week, there was a four-page supplement in The New Age (where else?) extolling the virtues of the Northern Cape and the wise leadership of Ms Lucas. Kim il-Sung, the North Korean dictator who turned self-propaganda into a fine art, would have been proud.
The supplement appears to have been wholly funded by the Premier’s Office, apparently without support from local businesses, either KFC or Nando’s.
Still, when you cast your advertising bread upon the waters of The New Age, you will be blessed – as Lucas was the following day when she was the star of the paper’s regular Business Briefing.
However, for clearly not bothering to listen to the minister of finance – who said wasteful government advertising should be curtailed – the premier gets a deep-fried Onion. ONE OF the interesting things about this year’s Eagle Awards for print advertising, which is sponsored by Independent Newspapers, is that one of the top two winners was an ad for a newspaper.
The print ad for the Cape Times, titled Selfies and won by Lowe and Partners Cape Town, won a Gold Eagle.
The only other Gold winner was the Weird Accents execution done for Flight Centre’s Student Flights by TBWA Hunt Lascaris Joburg. No Black Eagle – the top accolade – was awarded this year.
Michael Vale, Marketing Manager at Independent Newspapers Cape, said the Eagle Awards emphasised that “there can be no denying the effectiveness of print media.
“There may well be a migration of some clients’ spend to digital media but the advantages presented by print are overwhelming. It offers tangibility. Magazines and papers can live in homes for months, being referred to often, while digital ads can disappear immediately. Print is engaging and readers will spend more time on a print page than they might on a web page which is often skimmed over.
“Print publications offer targeted audiences with some magazines offering very niche audiences.”
These days, clients are starting to see the value in “cross platform” executions – as when QR codes are featured in ads to offer a link between the print ad and a digital platform the client has in place. (Independent Newspapers is currently trialling the i-lincc platform with a view to a possible multiplatform offering to advertisers in the future.)
Vale said referrals to websites, Twitter handles and Facebook pages are similar promotions of clients’ digital offerings carried in print, “targeting an audience who might not be engaging with them digitally”.
Vale said the latest Eagle for newspaper advertising produced in Cape Town (both the Cape Times and Cape Argus have been multiple award winners in various shows over the year) was gratifying.
“In the past we have won at all the major award shows, including Cannes, One Show, D and AD, London International, Young Guns, Clios, Loeries and Ad Of The Year South Africa. Additionally, we have won a number of INMA Awards for ads that promote newspapers.”
Advertising was crucially important for the brand positioning of a newspaper, added Vale.
“It is essential that we differentiate the Cape Times from its competitors.
“The tone of the ads (print and electronic), location and mediums used to promote the title have successfully positioned the Cape Times as the paper of choice for readers in Cape Town seeking a quality read which emphasises business news and provides in-depth coverage of current issues.”
He added: “Marketing a newspaper is no different to the marketing of an FMCG product – unless we are constantly in the consumer’s mind and successfully differentiate ourselves from the other newspapers, we will not succeed.”
Given the sophistication of the audience, which tends to be highly educated, top creativity was essential to break through the clutter and grab attention.
ONION: On the wrong side of the road