Wednesday, 23 March 2011

Cheers to good value

Libya isn’t the only fight going on at the moment.

Here, the two major supermarket chains have donned their flip flops and gone to war on the streets of suburbia in true Aussie style.

And the latest battle is over beer.

In the fog of war, however, something startling has occurred – major beverage group Foster’s has withheld supply to the combatants.

But if Foster’s receives the same wholesale price for its beer regardless of what Coles and Woolworths sell it for why should they care?

Because it’s not about price, it’s about value.

Sure, selling beer below cost may be good business for Australia’s two major supermarket chains, but it can be bad business for brands.

And when it comes to beer brands as iconic as VB and Carlton Draught, their brand values – let alone stockmarket value – have taken decades to build.

But it could all fall down in weeks…

VB: Real Cheap.
Carlton Draught: Freshly Discounted.

Rationally, we might think consumers will love cheap beer but, like other things in life, in the light of day they just might hate our brand for it too.

According to a spokesman, Foster’s withheld supply to Coles’ First Choice and Woolworths’ Dan Murphy’s chains to protect equity in its brands.

‘We take loss leading of our brands very seriously. We will consider our options when it comes to individual cases of loss leading.’

It’s something Coles and Woollies might want to discuss about their own brands over a beer or two.

Or a glass of milk, perhaps.

Tuesday, 28 September 2010

Jack’s Story

The 2010 ADMA awards have picked their finalists this year as the event returns to Melbourne for awards night on November 26.

So who’s Jack?

And what does this have to do about a story?

Well, one of those finalists in the Effectiveness Not-for-profit category  is Melbourne Citymission’s winter tax appeal…

or Jack’s Story.

A highly effective direct mail campaign which aimed to encourage Melburnians to help change the lives of real Melburnians in need.

And with such great response, we can look forward to something…

Happy Jack :-)

Monday, 3 May 2010

Taking note of a good idea

The key to creating good advertising is being able to see everyday objects in a completely different light.

That must have been why the piano staircase created at Southern Cross Station to promote the Melbourne Jazz Festival struck a chord with trademarkDM account manager Kristin Tomuschat.

It might be very similar to another idea. But Kristin was excited enough to delay her shopping trip to DFO just to take pictures – and a video – of it.

If you ask us, it’s a great way to make the stairs a hit with commuters.