Archivio per settembre 2012

Case spotlight: Gavrilović

Gavrilović is the oldest Croatian meat and sausage manufacturer. Founded in 1690 and based in Petrinja, a town 50 kms south-east from Zagreb, the company is being the country market leader for more than 150 years.

Looking for a more modern approach to the market, but without giving up the historical tradition, the firm asked us to develop a new  identity, including a broader brand strategy and a complete restyling of their products ranges.

The logo, a girl dressed in traditional clothes, became then more recognizable, less rigid and a stronger personality. She’s now more lively and attractive, but still keeping the historical heritage with her national costume.

Old logo vs. new logo

We defined also the brand architecture, for standard and premium product lines. On the other hand, the packaging restyling focused into creating an emotional bond between the brand and both old and new consumers.

Salami range of products

Gavrilović is a brand that speaks towards all generations and, in particular, engages the younger audience by keeping a solid presence in the most popular social medias.

Billboard Mortadella ad

The Internet is a serious business #2

Here we go again.

While the most of us are happily relaxing during Summer vacations, big brands are always trying to get the best out of the World Wide Web by continuously engaging their consumers and fandom base. This time is taking the shift PepsiCo’s Mountain Dew, which, in the middle of August, started the marketing campaign “Dub the Dew” for naming its new apple-flavoured soda.

After all, letting the Internet choose the new name for a brand new soft drink is a great marketing move, and it also helps to build brand loyalty. However, if the management behind the initiative was aware that the Internet can be a dangerous place, the company’s new green apple flavoured soda wouldn’t get names suggestions like “Hitler Did Nothing Wrong“, “Diabeetus” or “Fapple” as some of the most voted entries.

Credits: Huffington Post

The website ultimately got even hacked, with an offensive sentence and a misleading banner leading to a RickRolling placed in the voting page.

It was a matter of time before someone in PepsiCo noticed: some names were so politically uncorrect that the campaign was needed to be shut down completely, and now the website dubthedew.com no longer exists.

News of the action bounced from website to website, forum, boards and magazines, as well as the popular Reddit. In only 1 day it was already a worldwide-known event. On August 14th, Mountain Dew responded to a tweet by Reuters columnist Anthony De Rosa, admitting that they “lost to The Internet”, and clarifying that the contest was only a local customer program:

As a Reddit’s user cleverly pointed out, “The campaign itself wasn’t a bad idea. They just forgot that the internet is run by children […] They could have controlled the outcome by having the public choose between 5 predetermined names. Much like they did a couple years back when they had the public choose which flavor (of three special edition ones) would stick around for mass production.

That’s not the first time where internet trolling takes place. Among the most recent, Pitbull’s trip to Kodiak, Alaska, or the campaing which apparently is going to send American singer Taylor Swift to play in the campus of the Horace Mann School For The Deaf and Hard of Hearing.

Some people may be wondering why a company should then start engagement campaigns on the internet if the risk of being boycotted is high. The point is that marketing campaigns on the web are incredibly cost effective and allow to reach the target customers more quickly and directly, especially if the customer base is relatively young. However, a good pianification should always be in order, and with some more tricks to keep the damages at the minimum (as the above-mentioned Reddit’s user suggested), it’s still possible to come out with a good result. Something that the Mountain Dew management forgot, and that has been hilariously imagined in this funny ragecomic:

;

Sources: Time.com, HuffingtonPost.com, Reddit.com

%d blogger hanno fatto clic su Mi Piace per questo: