Mythbuster: 'Low interest' categories
Les Binet and Sarah Carteradam&eveDDB
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea of 'low interest' categories.
We had a briefing for a new campaign the other day. It was for a financial product, and it started with an explanation of how it worked. The briefing concluded with 'this is, of course, a very low interest category'.
This is a familiar phrase to any of us who work on finance brands or utilities – the classic 'low interest' categories. And it...