Filed under: Attitude & Aptitude, Brand Suicide, Crap Products In History, Food
As you know, I like gadgets.
I’ll go further … I like shit gadgets.
My bank history is littered with decisions of madness. From robot balls to pens that can write in any colour imaginable to stupid badges and cups for colleagues to a bloody windmill.
Part of it is because I just find weird shit, fascinating … part of it is because I’m a fucking idiot … but believe it or not, over the past few years I’ve got much, much better grip on my ‘stupidity spending’. Even Jill said so – which is the ultimate proof, because she’s been an innocent victim in so much of it.
But what’s even more amazing is that I’ve started to gain an objective viewpoint, which is my way of saying that not only would I never buy this item, I acknowledge it’s fucking pants.
What item? This item …
A one handed pepper mill.
A ONE HANDED PEPPER MILL!
What the absolute fuck?!!
Yes, I appreciate there may be some people – like the elderly or those who deal with disability – where it has merit, but the photo doesn’t show that.
In fact, based on the pic, it’s been designed for middle class, psychotic males who need to control every aspect of their wives lives … right down to how much pepper they can put on their food, even though they made it themselves because their husband won’t let them leave the house IN CASE THEY TALK TO OTHER PEOPLE IN THE STREET AND THAT WOULD BE AN ACT OF DISRESPECT.
It’s not just over-engineered … it’s over-thought … the equivalent of a planner who has convinced themselves they can position cereal as the family antidote to the economic crisis.
Or should I say, a multi-millionaire, delusional CEO.
Look, I’m all for over-engineered nonsense. My car is a perfect example of that. But over-engineered nonsense for the ‘psychotic bully in your life’ is another thing altogether … even though I can see a perfect partnership with the re-release of Sleeping With The Enemy.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Communication Strategy, Creativity, Devious Strategy, Experience, Food, Marketing, Packaging
I’ve always been fascinated by the art of the upsell.
The ways different companies attempt to psychologically increase the average order size of their customers.
One of the most famous is McDonald’s … who basically have kept the classic ‘small, medium and large’ sizes but over the years, have changed the volume of what each represents. So what is now McDonald’s ‘small’ was once McDonald’s large, meaning they get more liquid into their customers mouths, even if the customer is continually buying the ‘same size’.
But where I get the most intrigued is how companies label their small, medium and large sizes.
That doesn’t have to always be in terms of portion size, but also proposal.
One of the most common approaches is ‘Gold, Silver and Bronze’.
Even though the intention is so transparent, it is amazing how often it works because ultimately, the goal is to upsell people from bronze than downgrade people from Gold.
But the best one’s tend to be in Asia – where they tap into all manner of cues to influence the decision making process.
One of my favourites – if that’s the right word – was this Valentine’s Day ad in Hong Kong from years back.
Positioning the ‘wife’ as worthy of only the smallest sized jewellery and the mistress the largest – with mothers in-between – was definitely a unique approach. Though arguably, it may also have been the most honest given the proliferation of mistresses in certain parts of Asia.
But recently I was in Chengdu airport and I saw a worthy new competitor. This.
Vintage, Rare, Precious is all kinds of genius.
Because unlike other approaches, you don’t feel you’re being a complete cheap bastard regardless what version you buy.
Of course, that could also be seen as a flaw, however given in China, everyone knows everything you do says something about you – and the underlying message of these options is old, limited edition and show-off – I think it works in ways other approaches can only dream of.
Which means, as often is the case, China leads the way and maybe … just maybe … Western companies and brands could start giving them credit for stuff they’ve been doing longer than we have been a civilisation.
[Which I covered off years ago in Sydney when I spoke at the Mumbrella conference. You can be bored by watching parts 1, 2, 3 and 4 here]
So we’re halfway through November.
November!
How the hell did that happen?
Oh my god, 6 weeks and we’re in 2024 … where we can look forward to a year of price increases, mortgage rate increases … but not pay increases.
I’m almost in awe at how companies have seized the economic downturn as an opportunity to charge more for their product. To come up with all manner of reasons to justify why their prices are going up, despite [1] making good profits [2] paying their CEO squillions and [3] not innovating their product or service … meanwhile doing everything they can to not be so open-minded when others try and do the same thing to them.
Crazy.
As crazy as it being halfway through November.
And I’ll tell you another thing that’s crazy … I’ve been on a diet since September.
OK, I didn’t choose to be, it was because of a medical condition they’re investigating … but in essence, I’ve had to radically change how I live my life.
Few carbs.
Few sugars.
Less sodium.
Fewer calories.
Given I am a kebab and chips loving fool, you’d think it would have been a nightmare, but I am quite surprised at how quickly I embraced it.
That doesn’t mean I wouldn’t kill to ram that greasy magic into my mouth – and don’t get me started on how much I miss pasta – but because I have HAD to do it, my mind basically adopted the same mindset I had when I decided I didn’t want to drink … which is radical rejection and exclusion.
So for the past 2 and a half months, I’ve been eating a lot of Weetbix … a lot of chicken … too much lettuce and copious amounts of black tea.
Has it been hard?
Yeah … mainly because everything has to be pre-planned, but once I found ways to get flavour into the blandness being shoved in my mouth, I felt a lot better.
Whoever created ultra-low sugar ‘buffalo sauce’ deserves the Nobel Peace Prize.
And do I feel better for it?
I don’t know to be honest.
Obviously there’s parts of me that does … I’ve lost 18kg for a start … but it’s not like I suddenly have tons more energy or sleep better, as all the cliches go.
But one thing I do feel more informed about is how much sugar there is in absolutely everything.
For possibly the first time in my life, I’ve had to look carefully at the labels of the food I buy/consume and Jesus Bloody Christ … it’s everywhere.
OK, I know everyone knew this.
I probably knew this.
I just didn’t know how much of it was in every teeny thing.
So that has been a revelation …
Will it change me when these tests are done?
I’d like to think yes … but I fear no.
But what has been really fascinating to me is that my real love of dodgy food is the anticipation of eating it and the first 2 bites.
That’s it.
It’s why after I’ve eaten my latest chickenweetbixlettuce combo, I feel a bit confused.
Not that I’ve been able to eat the same thing for the 1000th time, but that I feel OK after it.
That my body seems OK being given fuel rather than taste.
Or said another way …
I feel just as fine after scoffing bland as I did after chips.
Of course I miss those salty vinegary pillows of crispy delight – it sometimes gets so bad that I’ve found myself watching all manner of food related stuff on Youtube from best burger hunts to most pizza slices eaten – but as long as I have had some food in my stomach, I’m over it.
Hell, I’ve even started to appreciate taste.
OK, not in my dress sense or music choice, but definitely in terms of what I put in my gob.
It’s all so bloody mind-blowing.
And while I’m under no illusion that as posts go, this is one of the worst I’ve ever written – and let’s face it, there’s a lot I can compare it too – I’ve written this less for you and more for me … so should I ever feel I cannot live another minute without a big bowl of cheesy pasta, I can read this again and remind myself I’ll survive.
Maybe only just. But I will survive.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Brand, Business, Comment, Communication Strategy, Creativity, Culture, Customer Service, Effectiveness, Food, Loyalty, Management, Marketing, Membership, Relationships, Relevance, Resonance, Respect, Strategy, Trust
So Kevin Chesters recently posted some work from the far distant past.
It was work that I adored at the time and even now, I feel is one of the best pieces of communication ever made.
EVER. MADE.
But it’s not NIKE. Or Apple. Or anything approaching ‘cultural cool’ … it’s for a supermarket.
Oh, but wait … there’s more.
Because it’s not a brand ad – though it does a ton for the brand – it’s a retail ad.
But instead of starbursts and shelf wobblers … it’s a masterclass in craft and smarts. Where the majestic charm and wry humour not only treats the audience with intelligence, but communicates price in a way you see value both in the product and the company selling it.
Regardless of the item.
Regardless of the audience ‘segment’.
Regardless of whether it’s selling food or their loyalty scheme.
It’s incredible and what’s more … it’s from the early 2000’s.
I think.
But despite being almost 20 years old, it’s still one of the best examples of a brand that knows who they are, knows who their audience is and knows the relationship they would like to have with their audience.
More than that, they know the problem they’re solving.
Not just in a general sense … but in terms of the potential barrier for each item.
In a world of wish-standard Nike knockoffs, this is an example of advertising not just communicating, but undeniably contributing to the growth, value and reputation of the company it represents.
When it wants to be – and when it’s allowed to be – this industry can be outstanding.
While we can’t control the standards other parties may demand, we can control what ours are.
Of course, in these ‘procurement-led times’ you could say ‘you get what you pay for’.
And I get that.
But watching the value and standards of what we do fall down a drain doesn’t seem a particularly good business approach.
Which is why I find myself repeating what an old boss of mine used to say to me.
“What happens next is up to us”.
He’s never been more right.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, China, Colleagues, Communication Strategy, Content, Context, Craft, Creative Development, Creativity, Culture, Customer Service, Differentiation, Emotion, Empathy, Experience, Food, Happiness, Honesty, Imagination, Innovation, Italy, Leadership, Love, Loyalty, Management, Marketing, Mischief, Packaging, Resonance, Singapore, Social Divide, Standards, Strategy, Viz, Wieden+Kennedy
In the UK there was an adult comic called Viz.
It was filthy, hilarious and – for a long time – very successful.
And while they had many ‘star’ characters … from Sid the Sexist to errrrm, The Fat Slags … my favourite part of the magazine were the publishing company details.
Tucked at the bottom of a page, in extra small font, were a list of the people behind the magazine. Most people wouldn’t even see it, let alone read it … but if you did, you found magic in that small print.
Mischief. Personality. Information.
Nothing told you how much this was a labour of love for the people behind the magazine than their dedication to instilling their personality into every nook and cranny they could find … whether people would see it or not.
Brilliant stuff.
I say this because I saw a label a friend had put on a product they were selling at their shop.
Ai Ming was a planner in my team at Wieden+Kennedy.
She was very good … but decided one day, it was time for a change and so she went back to Singapore to open a Cheese Shop.
I know … sounds a bit random … but wait, it get’s better.
You see Ai Ming had an idea.
A way to combine her love of cheese and travel and be paid for it.
So she started The Cheese Ark … a cheese shop in Singapore, dedicated to selling cheeses from small, independent makers across Europe.
Oh but that’s nowhere near the end of the story …
So when she left Wieden – and before she returned to Singapore – Ai Ming went to work on a small farm in Italy for a few months. [I think]
While there, she discovered how amazing cheese tasted when it was made by people who loved and nurtured their product.
To her, it was a whole new world of taste and made every other cheese she had tried, feel unworthy of being labelled as such.
But she also learned something else …
You see she discovered many of these small, independent cheese makers were in danger of going under, because they didn’t have a way to compete with the big boys.
Said another way … this incredible tasting cheese could become obsolete.
So rather be sad, she decided to do something about it.
Enter The Cheese Ark … a shop that only sells cheese that originates from these small independent farms. A shop that is one of the only places in the World where you can get your hands on this incredible produce. A shop that charges enormous amounts of money to own a piece of their incredible cheese … not simply so you can have your taste buds tingled in ways you could never imagine … not simply because it allows you to show off to your friends about your good taste and status … not simply because it pays for Ai Ming’s travel, shop, employees and profit … but because by buying so much from each of these small farms across Europe, she can ensure that these small, independent cheese farms not only survive, but thrive.
Hence it’s called ‘The Cheese Ark’ … because its literally saving the lives of cheese.
How fucking incredible is that?
But Ai Ming is not just a creative business thinker, she’s full of personality and passion … which leads me to the point of this post.
You see I recently saw something that reminded me of those Viz publishing details I loved.
Something that communicated more than just the necessary details.
It was this …
How good is that?
I bloody love it.
A notice on a packet of cheese that’s more interesting, engaging, compelling and charming than 99% of ads – or any marketing material – out there.
Sure, not many people will see it.
Most may actively choose to ignore it.
But for those who do, they’re not just rewarded with the thrill of discovering something as enjoyable as the product inside it, they know they’re dealing with someone who really cares about what they do.
And they do. Because what Ai Ming has created is the Noah’s Ark of Cheese.