Maynards and Bassets, two venerable British brands of sweets, have merged into ‘Maynards Bassets’ – not the kind of mouthful that gets you salivating.
The new packets look good, but that name and logo (or ‘plaque’ as it’s known) looks a bit heavy to me. Not as heavy as the bizarre language used to describe it, mind…
Bulletproof has created a new Maynards Bassetts “plaque” that can sit on the packs. The consultancy describes the new plaque as “a conduit where the intrinsic values of the products tumble in through the top and out again, turning into a wonderful, colourful and dynamic flavour slide that delivers the sweets or characters, such as Bertie, in a dynamic and exciting way.”
I’m not sure what the thinking is here. It’s supposed to make the sweets (not ‘candy’, thank you) more ‘adult’ but… I’m not sure what’s adult about sticking a corporate logo on a packet of Jelly Babies. I’d have made it much smaller and let the sweets be the branding. ‘Liquorice Allsorts’, ‘Jelly Babies’, ‘Wine Gums’ – that’s what they’re selling.
In the lead-up to Anzac Day, Woolworths launched the commemoration website “Fresh in Our Memories”, a play on the supermarket’s “fresh food people” slogan. People were encouraged to upload war-related photos and tributes to the site, which would automatically add the Woolworths logo and the Fresh in Our Memories catchphrase to them. Using the hashtag #FreshInOurMemories, Twitter users were quick to call out the supermarket for being disrespectful and insensitive. The then minister for veterans affairs, Michael Ronaldson, was among those who complained, and the site was taken down.
Read the full story here – there are more stories like this, all from Australia in this case.
There are some real idiots out there. Private Eye runs a regular column called ‘Desperate Marketing’ that highlights this sort of thing – famous person dies, or terrorist incident occurs, and out come the press releases selling everything from double glazing or, in the case of the Paris attacks, wine. It’s not a recent phenomenon, but social media makes it easier to do, and these things should always be slept on.
My favourite is still #Susanalbumparty.
Drug company Reckitt Benckiser has been marketing Nurofen under different sub-brands with the implication being that each one targeted different types of pain. Only one problem with that, and it led to action in Australia.
“The ACCC took these proceedings because it was concerned that consumers may have purchased these products in the belief that they specifically treated a certain type of pain, based on the representations on the packaging, when this was not the case,” Sims said. “Truth in advertising and consumer issues in the health and medical sectors are priority areas for the ACCC, to ensure that consumers are given accurate information when making their purchasing decisions.”
Quite how this strategy got approved is beyond me. I was staring at these packages a couple of months ago when I was suffering with a migraine and looked at the details on the back. I couldn’t figure out what the difference was, and this is why.
Advertising and branding come in for a lot of stick, and this is a good example of why. It’s shameful.
Read the full story here