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.
