Detergent – Same Same, but Different?


Let’s have a look at a typical detergent retail shelf. First impression, massive oversupply. Hard choice, isn’t it? Now, what to do?

First, you talk to your retail expert. You take category management seriously. You optimize your placement. You vary pricing and package volume. And offer seasonal promotions. Next, you talk to your neuromarketing expert. You craft the packaging to implicitly send signals to persuade the shopper’s auto-pilot. While you claim your spot on the emotional map.
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REWE – Dein Markt

Lipton – Spend Warmth on Winter Days!


Classic advertising as it is. Lipton calls out to “be more tea”. The message is visually supported by attractive and trendy, but natural people in a pleasing lifestyle setting, which showcases the product usage situation in the context of hospitality. Lipton is open-minded, nice to people and fun. Centrally placed productshots strengthen the mental link. Some warm and caring imagery on cold winter days. That’s, what tea is all about!

“What the customer buys and considers value is never a product; it is always utility – that is, what the product does for him.” Peter Drucker – Autokauf und Lebensphase

Autokäufer in Deutschland würden häufiger ihre Autos wechseln, wenn das Ganze einfacher wäre. Typische Wechselgründe sind oft an veränderte Lebensbedingungen gebunden, z.B. Familie, Job, Umzug, Hobby, etc. Entsprechend inszeniert den Autowechsel: Was machst du, wenn dein Auto nicht zu deinem Leben passt? Änderst du dein Leben – oder dein Auto?