We’ve seen more and more advertising take to the streets in recent years. Literally. Guerilla marketing, experiential communications, call it what you will, it is basically what happens when you create some sort of a branded stunt which, you hope, will get the punters to notice you, talk about you and maybe even try you.
Few products come as far down the scale of ‘important to my life’ than kitchen towel. Is it possible to establish a brand in such a low-interest category?
Brawny, another big US kitchen towel maker, had a damn good go with brawnyacademy.com, a series of reality TV documentaries which aired online. And now here’s Bounty trying to create a bit of a stir in New York with a giant cup of coffee spilled and in Los Angeles with a massive melting ice-lolly.
There’s a terrible danger that as agencies pursue what are now called ‘engagement strategies’, all they really do is make a nuisance of themselves.
Even if it’s intended to be playful and fun, if an idea isn’t both relevant and branded it is no more than street spam.
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