Sports betting site BET365 must have gotten some attention from this little stunt although I would hate to be on clean up duty. This is one of those executons that you wonder if it ever actually made it out to the public vs done for publicity purposes but still a fun idea.
On a recent trip to Cafe Duke, the local 'everything in one place' lunch spot near our offices I came across this startling bit of marketing genius:
So, for $1.15 you can get 12OZ of a cold coke in the standard shapless can. And for $.80 MORE you can get 3.5OZ LESS of the same drink in a sexier aluminum bottle, herein known as "Coke Fancy Bottle." Not only were they charging accordingly, but they were telling you right to your face that you were paying more for less.
Before I had viewed the price tags associated, I found myself initially grabbing for the Fancy Bottle and then I looked down and saw the prices. I thought it was very odd that they were pricing the smaller, less value product higher but then I remembered the overmentioned adage Sex Sells. And here we were seeing it play out blatently before our very eyes.
The marketers conundrum. On the one hand we have this great product (Coke in a can), that comes in the shapeless, not so attractive, not extremely functional packaging, and then we have this other product (Coke in a Fancy Bottle) that has sensual curves, feels good in the hand, represents progressive thinking and enlightened purchasing decisions and a willingness to pay more for the badge that says 'I have style AND taste'. I mean, let's be honest, who ever got laid from a 12OZ can of coke, but there is probably some science behind the premise that iPhone users have more sex than Blackberry users, we choose products that we want to outwardly represent who we are and who we want to be, and we want people to notice and act accordingly.
The genius here is that, whether they know it our not, Cafe Duke has created the perfect microcosmic user study. As I stood and watched for about 15 minutes I counted 7 people (primarily guys btw, phallic shape?) that went for the Fancy Bottle vs 4 who went for the standard can. So conscious or not, almost 70% of the people chose form over function and were willing to pay a premium for it.
So next time you are thinking of how to market that product, perhaps focus more on the emotional triggers that it plays on versus the value the product may bring to the consumer's bottom line.
Caught this little gem at a medical trade show that team Supertouch is working on in DC. I am all for creative marketing but I really have NO idea what is going on here and more importantly, will insurance cover it?
In the latest installment in Publicity Stunt As Marketing Strategy, the Lakeside Shopping Center in Essex, UK held a promotion where the first 100 women to arrive to shop wearing only a bra, panties and heels were given £100 (about $163) to shop at the mall. It would seem from the photos that about 8 women showed up in reality but 120,000+ google entries on the event surely covered the spend in attention currency. Some pictures, rated PG-13.
Thanks to the old condom makers for co-opting a perfectly clean activity and making it sexual. Yes I am talking about the additional time you get in the middle and at the end of Fútbol/Soccer games. And yes it is clever and smart so I don't have anything bad to say on this one, except that I wish I had thought of it.
If you have not already heard of them, I introduce you to FEMEN. A Ukrainian guerrilla/political/feminest movement with a spin. As thier propaganda illustrates - "Our God is woman, our mission is protest, our weapons are bare breasts." and those weapons go mass, with the press that is. They have protested everything from Sex Tourism, the all male Ukrainain Cabinent, and Iran's oppression of women. And I feel like they could probably get attention with any cause they took up.
Creative movements in public spaces always catch my attention and those based on the concepts of love and passion are even more engaging in our business-focused, fast-paced, media driven world.
Enter, the Love Lock Movement.
All around the world, couples are writing their names on padlocks, attaching them to public fixtures and throwing away the keys as a symbol of the permanence of their love. You can read more about it here.
Fences, gates, fountains and more can be seen adorned with hundreds of these Love Locks, which when seen together create quite a moving visual.
I look forward to adding my own lock to the movement shortly.