Watching a repeat of 1990 ad program Washes Whiter inspired me to write about an old favourite ad, and how it shows the benefits of good, well targeted and thought out research over rushed basic crap.As many people know, I am always careful when looking at research, as it generally only tells us whats in the past; but hearing about how the Oxo family came about was a great example of getting it right.
Regardless of whether you liked the ads, they created a campaign that resonated with people and really kept a brand that was seeming old fashioned at the time in our minds.
They didn't research "do you like OXO, why do you like OXO, what would make you buy OXO?", they didn't try to make it seem funky or fashionable. No, they asked people about their lives, about how their kitchens worked, how their mealtimes went, and used this to put together something that truly reflected instead of hard selling or offering aspiration.
Now THATS how what I call good research.
4 comments:
Given the changes in living status, perhaps Pot Noodle or Rustlers could offer an updated version of the UK home-cooked dinner?!
Excellent post on reminding us about a classic research validation. We should have more of this stuff. I've no idea what a Rustlers is. Have I been out of the UK for too long?
Charles - probably for the best
The art of creating ideas and campaigns that reflect the audiences lives rather than an aspiration or abstract dream seems like a dieing art. It maybe to do with the fact that there is no longer a mass audience to generalize about or could it be that we are all now obsessed with big brand ideas rather than the real benefits a brand can bring to a consumers life?
In modern planning we seem obsessed with brand narrative, synergies and the glue of ideas, all very important points, but as pointed out are we forgetting the basics; how does the consumer use and view the products.
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