Creative consistency: vice or virtue?
It is often suggested that brands need consistent advertising to succeed over time. What happens in practice is less clear. Roderick White, Conquest, explores the evidence
In the UK, the PG Tips chimpanzees have been partying since the 1960s on 'tea you can really taste'. In Germany, leading discounter Aldi has used virtually identical ads for over 20 years. Internationally, De Beers has been saying 'A diamond is forever' in one way or another since World War 2. In the UK again, Captain Birds Eye advertised frozen products (mostly fish fingers) for at...