Marketing Lens

A close-up look at marketing ...

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230 weeks ago, by Mitch
Coke's marketing chief rejects call for tax on sugary drinks
More here: http://www.guardian.co.uk/media/2013/jun/21/coke-marketing-chief-tax-sugary-drinks

Basically what he's really saying is that marketing doesn't work. Something somewhere isn't adding up.

In other news, turkeys think that Christmas is a bit shit.
230 weeks ago, by John
It's as easy to sell healthy products to healthy people as it is to sell sugary crap to unhealthy people, but all the marketing in the world will struggle to change their underlying lifestyle choices.

Selling Coke to a health freak, or exercise equipment to a couch potato would be like trying to sell the Qur'an to a Jehovah's Witness.
230 weeks ago, by James
The interesting comment is; '"The obesity issue will not be solved by advertising. It is a holistic approach, so part of what we are doing is running the marketing machine against the obesity issue and encouraging people to get active"

So advertising doesn't work but marketing does? I think he should be in politics.
230 weeks ago, by Ed
I agree with Coke. Obesity isn't their problem.

If people eat and/or drink more calories than their body needs they'll get fat.

It's just maths.
230 weeks ago, by John
That's true Ed, and we shouldn't let governments nanny us into making the 'right' choices.

I'd disagree with Joseph Tripodi's quoted comment 'If you are sitting on your ass all day then have a Diet Coke' - Diet Coke is full of other crap, which makes your body respond like it's getting sugar.

People are stupid. If you market something as 'diet' or 'zero' they think it's healthy. Coke know this and take advantage, but ultimately people should take responsibility for what they consume.
230 weeks ago, by Tim
Whichever way you look at it, if they introduced new legislation it would be a 'Fat Tax'.
230 weeks ago, by Jackie
One of the things that Governments try to do to change behaviour is raise awareness through ad campaigns. It ticks a box to prove they're doing something. But old-style advertising doesn't work any more (I wrote an article on here about it).
229 weeks ago, by Jeremy
Old-style advertising doesn't work any more? This is a generalissimo of generalisations, Jackie, and you can't get away with that, sorry.

It is true that marketing communications has changed dramatically in the last decade and the consumer now has a lot of power.

One thing that really great advertising had was the big idea. However ubiquitous digital marketing communications might be, all campaigns need strong ideas. And campaigns should encompass both offline and digital.
229 weeks ago, by James
People often mistakenly think that ideas have to be new. But there's so much noise now, how does an idea stand out?

Would the brilliant Leonard Rossiter / Joan Collins Cinzano adverts still work today? And before you say 'Yes, of course' - which actors?
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Mitch Sullivan

Profile Mitch Sullivan
Member Since:
6th June 2013
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Recruitment Polemicist. Watches the Arsenal. Drives a Saab with tan leather seats. Hates bullshit and cats.
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Recruiter. Contrarian. Aspiring Humourist.
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