Thursday, February 21, 2008

The Colour Purple


Sorry to post about Gorilla yet again... I couldn't help noticing that buried in the story of Cadbury's annual results is a quote from chief executive Todd Stitzer saying he "overrruled his own marketers" when they presented the idea to him without the "Cadbury cues" of the purple background and glass-and-a-half device.

This is surely baloney - just a CEO bigging-up his own role. I bet it was actually the Cadbury's marketers overruling Fallon.

Interesting, though, that someone thought it was a good idea for the spot to be virtually unbranded. Whoever did insist on the "Cadbury cues" made the right call, in my view. Misattribution is a deadly sin, and if the Gorilla is going to be sitting in front of a wall then it might as well be a purple one.

Why some creatives are so sniffy about branding I will never understand. For sure there's no need for packshots the size of alient spacecraft, and it's annoying when an ad repeats the brand name three times - I always fight client requests for 'branding that will hurt' - but if the brand's colours appear here and there in the ad, then so what? Nobody dies.

UPDATE: In today's Campaign school report, Fallon only got a 9. Despite doing the best ads of the year, and finishing top of the new business table. What would it take to get a 10?

14 comments:

Rob Mortimer said...

If it said "Cadbury's, a glass and a half full of joy!!!" then yes a purple wall might be branding overkill...

The thing Gorilla does really really well is balance subtle branding. You know exactly who the ad is for but you never feel it's shoved in your face.

rjhayter said...

I have to agree with you, Scamp. Spending a pile of cash on an ad that results in your audience not even knowing who it's from is surely the worst result for an advertiser.

Personally, I thought they got it right on 'gorilla'.

David Alterman said...

The problem is that a lot of pressure comes on via the client and the research pre-testing process to put obvious visual branding cues in place . There are great campaigns where we know exactly who they are for because the campaign is able to reflect the tone of voice and attitude of the brand, Stella movies, current Honda campaign, without any overt branding at all. We have to remind ourselves that a brand is so much more than a brand and a colour.

Anonymous said...

Have you seen the doritos press ad on Creativity?

Are AMV either...
a: Mad? letting Jo Public loose on an ad will prove the previous Kickers post right
b: Lazy? Why waste an opportunity to write your own ad and give someone else the opportunity
c: Transparent? In the vain hope of scraping into the annual for copy, they've written a poorly constructed piece, which tries to ape the Wispa copy but fails miserably and resembles its ugly second cousin twice removed.

answers on a postcard.

Cleaver said...

This post is just distracting people from more pressing issues.

Namely trying to figure out what in hell that Kickers campaign is trying to say.

Sorry, but it's doing my head in.

Rob Mortimer said...

Kicking your head in Cleaver?

kate moss said...

Branding is a difficult area.

Brand management is really just the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favourable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.

Can The Cadbury's increase of just 5% really justify the irrelevance of its TV executions?

I'm not so sure.

Anyway, I must stop typing now as it's hurting my nose (my hands are occupied with two pulsing ramrods of pleasure).

Rob said...

Hey Scamp. If I wanted to send you something you might like - digitally - where would I send it?

Anonymous said...

Anyone else surprised by Campaigns pick of the week considering the can of worms Scamp
opened with his Friday poll?

Anonymous said...

I was in Camden tube this morning (chauffeur has a terrible dose of AIDS) and saw it was wall to wall with Scamp's Levi's ads.

They are, as the kids say, The Bomb. If there's a better poster or press campaign this year then it'll have to be a work of genius.

The gawpers were jacking off with their eyes. And rightly so.

Scamp said...

Luckily they decided not to diss the messenger.

To previous anon you can reach me at simon dot veksner at bbh dot co dot uk.

Anonymous said...

And rightly so Scamp, think you covered your ass very well.

Like pointing out a scab and letting everyone else pick at it.

A horse said...

I cast for the role of the Gorilla. Alas I didn't get it. They said I was a bit "Horsey." Bastards.

Anonymous said...

Fallon DID get 10 out of 10 - those illiterates on Campaign do the school reports out of 9. So 9 out of 9 is max score - so even BBH did better than you thought! ;-)