Friday, May 22, 2009

Once you pop, you can't stop....

What happens where you campaign is much better than your product? It completely backfires! One classical example in Lebanese advertising was Cafe Rio for whom Grey Worldwide did a brilliant campaign, one week later the awareness level of the product was 95% among respondents. One small, but fatal, error: The product was not ready and so the people tasted it and did not try it again! End of the story! Same applies to Carlos Edde, a great campaign for a product that's not too up to the standards. The result? A spoof campaign of his own "right" and "wrong" advertising. Just a few pinpointers: Cedars (Not Ceadars) is a Lebanese produced brand of cigarettes, Arak is our local drink, "bonjouren" is our own esperanto where we mish mash languages - here we are trying to put "bonjour" into the "mouthanna" format (Which is somewhere between singular and plural as it indicates the "two" or "double", something which exists in very few languages including Slovenian). The whole series is based on the alphabet starting with A and ending with T....
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