Agency: BDH/TBWA | Authors: Nicole Tenthij and Stephanie Brown |
Crown
Careful Beware of Advertising Conventions
Introduction
This case sets out to demonstrate a typical dilemma that brands are frequently faced with:
How to exploit a rationally based product opportunity in a market where image and emotionally based values are so important.
Traditionally, there are two accepted routes that brands can take:
- The most popular route is to defend the integrity of the brand by communicating the rational product benefits tactically, for instance, at point of sale.
- The second option is to put the brand to one side and advertise...