Strategy and Sausages:
A British Strategic Planner in Germany
Thursday, 13 April 2017
Nutty campaign idea
Co-creation has to be one of the marketing community's absolute favourite buzzwords since media became social. It can be done well, of course, but all too often it ends up being terribly worthy and simply ticking all the 'correct' boxes.
The reality of most customer reviews is that they're minimal and rather unremarkable. But I was amused to see a campaign for Emerald Nuts that neatly turns this unremarkableness on its head. Thinking out of the shell?
The agency trawled through the customer reviews for the brand and found one that's typical, slightly odd, and consists of the 'two most positive words ever' - Yes, good.
When I was little, I wanted to be a spy. I got off to a good start, studying Psychology at Trinity College, Cambridge but somehow got side-tracked into the wonderful world of advertising and marketing.
My children's books: