Clever Advertising is Always Timed To Perfection
Clever advertising is all about taking advantage of something topical. A campaign can be taken viral if the topic is something people are interested in and what they’re talking about. Well timed and executed campaigns can secure fantastic free coverage. The kind that brands normally can’t attract despite budget size. Here are three admirable campaigns that seized the moment perfectly.
Love or Hate it Breakfast – Marmite
Published on the 29th of March, 2019 in The Times, Telegraph, The Guardian and online. Marmite’s historic, simplistic and clever marketing was put to good use once again.
Drawing parallels between its famous ‘love it or hate it’ slogan and the controversial nature of the Brexit debate in the United Kingdom. Marmite invited the public to opt for a ‘Hard Breakfast’, ‘Soft Breakfast’ or ‘No Breakfast’.
The tagline ‘dividing the nation since 1902’ playfully mocks the political dispute. But still manages to reinforce Marmites longstanding place amongst much-loved British condiments. This clever advertising proves that intelligent copy really does make all the difference.
Sorry Harry – Lynx
Opportunist, clever advertising from Lynx during 2012. When Prince Harry was pictured naked during a private weekend in Las Vegas with friends. The images quickly appeared online at US celebrity site TMZ. They reported that the Prince had been playing “strip billiards”.
In the UK the Press Complaints Commission (PCC) acted quickly on behalf of St James’ Palace. Pointing out to the press that the pictures had been taken in private and publication would be an intrusion of privacy.
However The Sun newspaper chose to ignore the PCC and on the 24 August they chose to publish the pictures on their front page.
Complaints from the public quickly followed but at the same time a clever idea was developing. Lynx quickly decided to publish a tactical one-off press advert in The Sun on the following Sunday.
Using the same recognisable typeface as the British Government’s WW2 “keep calm and carry on” posters. It apologised to Prince Harry for the Las Vegas debacle. The brand joked that it may have been caused by the “Lynx Effect”. This cleverly tied it in with their long term strategy about its scent making men irresistible to women.
We’re Sorry; Chicken is Out of Stock – KFC
Don’t panic when things are going wrong in a big way, because a clever advertising campaign can be quickly rolled out to save face.
In February 2018 KFC chose to appoint a new chicken supplier. Most people already know that KFC comes from an abbreviation of Kentucky Fried Chicken. It’s fair to say that selling chicken is important to them, so when they ran out of chicken it didn’t take very long for KFC to become the butt of everyones joke. Overnight they were forced to close nearly 900 UK stores.
Responding to countless jokes and criticism on social media. KFC decided to release a full apology for their cock-up. Mother, a London based creative agency, adjusted the brand’s own three-letter acronym. To great effect a clever advert hit the newspapers. It featured the regular image of a KFC bucket but now with the letters ‘FCK’ emblazoned across the front instead.