We had cases and cases of Fentimans at our wedding in July. We wanted some fizzy drink, and wanted something that would go well with our red and white striped straws (we were very particular). After going through about a dozen various old fashioned bottles of cola, lemonade and ginger beer, we happened upon Fentimans, which not only looks gorgeous, but also tastes bloody lovely (they also made dandelion and burdock which was really the icing on the cake). Anyway, today I read a post on the Sell! Sell! blog and it turns out they do Fentimans' marketing, and rather lovely it is too. Here are some prints.
"When is the last time you were engaged with a product you hadn’t yet used? When have you ever spawned a conversation about a brand you had no experience with? When have you joined a community devoted to goods you’ve never tried? The answer is, probably never. That's because the twits have it all backward. And that's why the purpose of advertising remains, as it has always been, to sell someone something."
"I can’t think of any other industry in the world that thinks it can succeed by making a product worse. Audi wouldn’t say ‘we can sell more cars if we actually make them slightly worse’. No restaurant is going to say ‘I’m going to make a slight worse meal’. No clothing manufacturer would say ‘I’m going to make a slightly worse jacket and I’ll sell more’. Our industry is actually making the worse product and believes it will be more successful."
