The present times call for a new game - one that strays from the prescriptions that traditional marketing theory holds dear, indeed that sometimes works in a way that is counter to it (what the authors call 'anti-marketing') and that lays focus on network-building and 'pulling the customer' above all else.
In this era of globalization and the Internet the consumer is behaving in a radically different way and is no longer susceptible to the timeworn ploys of push marketing. A small but growing number of innovative firms have adopted radically new and differentiated approaches based upon reverse psychology marketing, reflecting a clear and unmistakable change in the global culture. The ideas of marketing and branding strategy that passed for conventional wisdom before do not hold true today. Traditional marketing is now being turned on its head. The authors believe that a majority of the firms that are in trouble, and those that have failed recently, have done so because they have been let down by their own marketing. The tables have been turned on the fortunes of many long-established firms. Something deeper and more substantial is afoot in business today, which is changing the familiar management script. Over the coming weeks, additional influencer content will be posted on social.DISCLAIMER- This book is not about engaging in the blame-and-praise game for the so-called winners and losers of the current business environment. In addition to an experiential activation that featured a vending machine that spit bags of Takis out at people, the campaign includes out-of-home posters, a donteattakis.ca website and social executions, with Spark handling media. The campaign, in market since May, will run into the fall. “Once we decided to go with reverse psychology, we had to go all the way to really stand out.” We chose to do the opposite,” says Crees. “A typical snack campaign would have branding and product benefits front and center. Overcoming that challenge meant needing to take an unconventional approach to a category that is highly competitive, she says.Ĭompany research showed that reverse psychology would resonate well among young adults – the brand’s core consumer – and other snack lovers craving new experiences and flavours. However, the brand is “relatively unknown” in Canada, says Heather Crees, SVP of marketing at Canada Bread, the Grupo Bimbo subsidiary that manufactures them in this market. and Mexico, where it has been available for more than 20 years. Takis has strong brand awareness in the U.S.
In one ad, a burger devouring a lime-coloured bag of Takis captures the impact of “Angry Burger,” a flavour whose taste is equivalent to “swallowing an entire burger in one shot.” In another, a blazing red-hot bag warns that Fuego is “basically like eating flames.” The initiative is a tounge-in-cheek attempt at reverse psychology, telling consumers not to buy so they will be goaded into doing the opposite.Ĭreative assets emphasize the brand’s flavour characteristics. The rolled tortilla chip brand is purportedly so spicy, so crunchy and so intense that the company is serving would-be buyers with a warning not to eat them in a new “Don’t Eat Takis” campaign by Cossette – its first for the Canadian market, after having launched here last summer.
Snack lovers are being warned to steer clear of Takis the next time they are in the grocery aisle.
0 kommentar(er)
