Have a look at the video below and tell me if you’re not amazed. Turning things up side down. Black becomes white. Faster when you’re used to going slow. Smile when people expect you to be sad. Something big when people expected something small. Diving when people expected skydiving. Whatever you do, don’t do what others have done before you.

Guillaume Nery filmed on breath hold by Julie Gautier sure knows how to change perspective.

Just when I thought I was done renovating our home I ran into this control system that enables regulation and control of our complete building with the touch of a finger.

The Gira Control 19 Client is a PC-based control and regulation unit with a touch screen. It becomes a home station for door communication in combination with the Gira DCS-IP-gateway. The Gira Interface makes all functions easily accessible.

The company behind this is called Gira and they offer a broad range of intelligent building technology for convenience and security. They provide us with devices for networking home technology, music control for all rooms and comprehensive switch ranges, plus numerous functions for door communication, energy and light outdoors – and it all fits together.

Connect whatever you want to your control devices

What I truly love about this system is the fact that you can build whatever you want on this platform And just recently they also released an iPhone app that lets you control your house while you’re on the road.

Control your house with your iPhone, iPod touch or iPad…

…or why not answer a video call via your light switch

As soon as I’ve got this system Installed I’ll follow Jesse Rosten’s example below and buy a couple of iPads and iTouches to be attached to my wall with some velcro. And then the control of my house (and the rest of my life) will be completely mobile.

ps. These Giro guys truly need some guidance when it comes to digital marketing. Low res photos and YouTube videos only in German makes it pretty hard to spread the news.

Two days ago I got the news that my application for a TEDx license was approved. My idea is to host an event for around 75 people in Viggbyholm, Täby where I live. The focus of the event will be visualization and how design shape our ideas about the future.

The event will be held in Täby, Sweden on 18th April.  18:00 – 22:00.

Now there’s three things you can do:

1. Apply for a ticket – because the seats are limited there will be a draw monday next week.
2. Suggest speakers – if you know someone that can speak 5-10 minutes on visualization, let me know.
3. Spread the word. Tweet this post or copy the url of the TEDxViggbyholm site and spread it in your network.

Today when you market a product and actually manage to make an impact the first thing that happens is that people go online, not to your brand site but to Google.

Have you Googlified your brand and business?

A search on your product or service reveals everything there is to be found related to that brand of yours. You might think they’ll head over to one of your campaign sites but think again. People who search for your brand online have already gotten past the attention phase. They want information that is not tampered with by that marketing department of yours. Since the web is constructed of links and those links usually don’t give a shit about advertising you can be sure your potential customer will go for user-generated content first.

Google ›› Search ›› Results ›› Bam ›› What will they find?

If you’re one of the lucky few who actually do create kick-ass products – Then you can be sure they will find good stuff about your brand. But most brands out there don’t since they’ve spent the last 50 years getting used to cutting costs and advertising their way into the mind of the consumer. Well, not any more.

The Nielsen Company bring some clarity to who people trust

User reviews and recommendations like Yahoo Answers, comparison sites like Pricerunner, crowdsourced customer support like Getsatisfaction, Social buying like Blippy, forums, online experts on About.com, Facebook content, blogs, fan or hate sites, tweets, wikis, professional bloggers, video sites, photo communities like Flickr, online newspapers and even books via Google books. All of these provide an alternative and often more credible point of view of your products. Even more important – they all show up in that Google search result and there’s nothing you can do about it.

Media companies no longer filter information. You and your friends do!

Once your potential customer has learned everything there is to know about your product the competitors are only a click away if your products aren’t up to the right standards.

So what does transparency mean for your brand and business?

1. Develop every product and service with a potential comparison in mind.
2. Good is not enough. Your product has to be the best
3. Move your media money from bought media to earned media in order to grow an online presence that creates true value for your customers.
4. Don’t create websites. Create web presence.
5. Don’t advertise things your products can’t live up to. Potential customers will be disappointed when they find out. If it’s bad they’ll even spread the news.
6. Everything communicates (as I’ve said before)
7. Don’t just look for potential threats on your local market. The web is global and your competitors will be too.
8. All that content generated by others can be your friend. Find it and learn about your strengths and weak spots.
9. Treat your digital fans like any offline VIP customer – give them stuff before other people get it and make sure they can share it.
10. When sustainability becomes key greenwashing is not an alternative.
11. Constantly innovate your products to beat your competitors to the finish line.
12. Constantly surprise people and they will love you for it.
13. You can’t hide bad news from people.
14. Don’t take credit for things you didn’t do. Praise people who’ve inspired your brand.
15. Finally stop creating complex products and services. Take Clay Shirky’s word for it.

Word!

Apple, Nike, adidas, Google and so on. It’s always easy to point the wow pointer to these huge brands that have massive amounts of brand fans world wide. But sometimes you’ve just gotta remind people about why these brands often are leading the pack.

I have just gotten of stage in Tallin, Estonia after speaking on the future communication landscape. Right now I’m in a sofa listening to James Matthewson who seconds ago quoted Simon Pestridge from Nike and I just have to share that quote cause it’s what it’s all about:

Nike’s point of view on advertising: “We don’t do advertising any more. We just do cool stuff…It sounds a bit wanky, but that’s just the way it is. Advertising is all about achieving awareness, and we no longer need awareness. We need to become part of people’s lives and digital allows us to do that”

Simon Pestridge – Nike UK

And boy do they deliver on that promise. Here’s just one of thousands of projects they do every year to make people join their brand.

Do great stuff and people will follow you. That goes for products, services, support, communication and advertising. It’s a simple as that!

People over here in Europe are getting ready to change their light bulbs at home due to a decision taken in the European Union a couple of years ago. This has triggered an earthquake of ideas on how to repackaging this old product that haven’t really seen inside of a designers room the last 50 years (or at least it feels that way).

This is more or less what the industry has offered us the last 50 years

Sometime last year I noticed that this business is on the move. As I was shopping bulbs it struck me that good shit is happening inside the hardware store on the light bulb shelf. What the light bulb industry is going through is a great inspiration for any business lost in history and it shows that once you get that ball rolling things will happen fast.

Here are 10 light bulb packaging concepts that leads this industry forward

Sweet and Informative from Greenlite found on Aaron Skippers blog.

I just love this one by Mongkol Praneenit found on Definite Touch

Lindey Cull does summer and autumn packaging

A wonderful packaging concept by Sasha Grishin

Kevin Kwok wraps up some bulbs in this concept found on Kitsune Noir

Yet another concept that shows the business is on a move. By Elbert Miller.

Embody3D posted this one. Simple yet inspiring.

Not all of them are square! Lemnis found on Meldel stands on solid ground

Emotional yet simple design from Anke Weiss found on Treehugger

Finally this packaging from Sprout found on Flickr serves as my last example

So there you are. These guys are from the stone age and they did it. What’s stopping you to revamp your brand?

(Also – one could post yet another solely on the actuall bulbs. But no time for that right now

Last summer I got on a train leaving Stockholm for Gothenburg. Together with freelancing project manager, planner and colleague Caroline Karlström I had a meeting set up with diving brand Poseidon. This was the start of a project where I truly had the opportunity to work with all aspects of branding and creative communication.

A dream project.

Ingvar Elfström, the founder of Poseidon back in 1958.

The Background

Back in 1958 this brand was founded by a young Swedish diver, Ingvar Elfström. Since then the brand has become famous for unique, different and great products. However over the last couple of years they’ve lost speed when it comes to innovation and marketing initiatives.

But then something happened. The company was bought by a small group of investors three years back. Headed by visionaire Kurt Sjöblom they set out on a journey – to develop the first ever automated rebreather for recreational divers.

This was why we were there. About a year from launch Kurt and his team felt they needed to do something about the brand. And after a successful meeting that actually started with me diving with this new product we had ourselves a new client. The mission. To re-brand Poseidon and bring their marketing strategies into the 22 century. The full guacamole!

The Problem:
Poseidon has since long been loved by advanced divers. People who know how to dive love Poseidon. As a result of this the brand has slowly been turned into a brand by extreme divers for extreme divers. How copy was written, photos were styled and packaging looked was all steered towards a small part of the diving world that in the long run wouldn’t build a broad user base for Poseidon.

A typical photo before we started evaluating how Poseidon should be communicated

As Poseidon now develop new and groundbreaking products and target the recreational divers, the tourist that may bring his own gear on his vacation but might just as well rent the stuff, a new position is essential.

The old start page of Poseidon.com before we started the re-branding journey

Finally Poseidon is a global brand. With a presence on 28 different markets we also, from a visual and tone of voice point of view had to turn the brand into a global one that not only matched it’s competitors but beat the hell out of them.

So there we were. Now it was time to rebuild this brand.

The Solution – What was our mission and what was the result?

Our task was to create a cross-functional and multi-dimensional definition of the Poseidon brand. Once that was done we set out to design and dramatize a differentiated brand experiences across the entire value chain and customer journey.

My parts in the project included working with the overall strategy together with Caroline and then develop a fully integrated creative direction that I later art directed. Once I had designed most parts of the project we brought in designers Kristian Packalen and Esa Tanttu whom I had been working with before to finalize my visions. Early in the process we also brought in copywriter Judy Olsen to clean parts of my conceptual copy but above all write all the copy for the new Poseidon website.

The re-branding of Poseidon Diving has included:

• Create an over all brand strategy that would steer all communication initiatives.
• Develop an integrated visual platform for a marketing components
• Typography
• Point of sale
• Packaging concepts
• Photography
• Website design and strategy
• Offline advertising
• Online advertising
• Search Engine Optimization (SEO)
• Event concepts
• Copy platform

After about 6 month of strategy, creative and art direction, design, photography, copy writing, 3D modeling, website design and production we’re now closer than ever to accomplish our mission -  ‘create a cross-functional and multi-dimensional definition of the brand’. This is parts of the visual result:

A selection of the units I’ve created for Poseidon, The visual system is clearly visible.

The Poseidon Brand Manifesto

Once we settled on a strategy (not to be communicated here) one of the first thing I did was writing the Poseidon manifesto. When I’m hired to create a new positioning for a brand I think it’s essential to put words to my thinking. This way both me and everyone else involved, both on the consulting side as well as the client side, will stand on a common ground. Once this manifesto was approved we brought in copywriter Judy Olsen to clean it up. This resulted in the following:

The Perfect Photographer For The Poseidon Brand Campaign – Wayne Levin

What we needed from day one was something that made people understand Poseidon is a new brand. Traditionally Poseidon has been all about hard core diving. Basically the military look above has been spot on. But now Poseidon is to be positioned towards a broader audience. We needed photography that clearly communicates the Poseidon brand.

We searched all over for something that could differentiate Poseidon from it’s competitors. Something that inspired people and engaged them emotionally. Something that made people dream about diving. On top of that I also thought it was of great importance to find a photographer who also cared for the ocean and represented sustainability. Basically something that expressed the heart of Poseidon’s philosophy.

I found Wayne Levin. Some of you might recognize the black and white style from the photos I took myself last year on Hawaii. Now you understand that those were of course inspired from the master himself. Wayne Levin is interested not only in seascapes and animals, but in the ocean itself: the texture, movement and volume of the water. It is this visceral sense of power– of how it feels to be right there within the vastness of the ocean – that accords perfectly with Poseidon’s dedication to a pure, unrestricted diving experience.

So far Wayne has shot a limited series of photos for Poseidon. The purpose is to continue the collaboration with Wayne and shoot a series of videos too. Nothing can be more inspiring than to follow Wayne diving with the Poseidon Discovery taking pictures of some of the most inspiring animals on earth.

This photograph was taken at Ho’okena Beach in South Kona on the Big Island of Hawaii. The Spinner Dolphins often come into Ho’okena, and many other Kona Beaches and Bays in order to rest in shallow waters during the day after a night of hunting in the deep waters several miles off the coast. Ho’okena is a beautiful bay with very interesting sand formations caused by the waves and currents in the bay.

This photograph was taken off Mahukona in North Kohala on the Island of Hawaii. Wayne scuba dove at this location with a friend, and was very surprised to find this young female Monk Seal. The Hawaiian Monk Seal is extremely endangered so he felt very fortunate to have this encounter. Actually she was anything but shy constantly approaching Wayne very close.

The photo of the Spinner Dolphins used in a full spread print ad.

Creating posters from a photo taken about three miles off the Kohala Coast near the North tip of the Island of Hawaii. The Mellon Head Whales are quite rare to find in Hawaii, and this was Waynes only encounter with them. He was on a boat, looking to photograph Humpback Whales when he spotted what he thought were dolphins near the Humpbacks. When Wayne approached them he realized that these were either Melon Heads or False Killer Whales. There were at least 200 individuals but when he entered the water he could see that the large pod was broken up into groups of about 20 individuals.

Turning packaging into something emotionally engaging

Already from the start my point of view was to develop a visual system that engaged people in every part of the customer journey. The of course included the packaging of the products. As a result of this we planned to use Wayne Levin’s wonderful photography on the packaging too. Along with the Brand Manifesto and the new product photography we’ve created a strong link from the advertising, the website, the point of sale material all the way to the actual product that you bring home.

On top of serving as packaging this concept also works as point of sale displays when used empty.

Wayne Levin’s photos along with the Poseidon brand manifesto creates a great platform for the packaging too.

Making sure the Poseidon brand stays strong in point of sale environments.

Having worked with advertising for quite many years now my belief is that no matter how strong your advertising is, how smart your website communicates your brand and how great your products are it’s all about the physical environments. Once you enter the store actual sale is about in-store presence. Even though Poseidon is a small brand compared to some of it’s competitors we’ve strived to dress it up like a market leader. Strong visual appearance. On brand. Emotionally engaging. This is what shop owners want from a brand and we’ve tried to deliver just that.

Making good use of Wayne Levin’s underwater photography

Product display concepts that builds the Poseidon brand story while serving as a demo platform for the new Poseidon discovery.

The New Poseidon Website Design

One of the core components in the new brand platform is of course the digital presence. As we set out to revamp the brand online we first developed a series of different designs. All in all we designed twelve different layouts before deciding on the final design. It was key for us to find a designed that appealed both to the client as well as the target group. Once the site designs was approved and copywriter Judy was well on her way to revamp the tone of voice we brought in open source developers Devcore to help Poseidon bring the site to life.

Designing our way to a ‘on brand’ website

The finalized start page

Explore diving is a content driven section that will be filled with relevant brand content over time.

It was important for us to develop a design that felt dynamic.

Increase the overall look and feel

Overall one of our objectives was to increase the level of quality on all kinds of communication material. Among other things I developed photo briefs for both products as well as corporate information such as press photography and portraits. Once we’ve shot the photos together with Poseidons ‘house photographer’ Anders Kämpe I worked together with my homie retoucher and photographer Andreas Lübeck to bring out the best in the photos.

Making the product photography more engaging

An extremely short depth of field to ad a more personal look and feel to portrait shots.

Making product catalogs more engaging.

Finally I think this 4 page product catalog serve as a good example what happens when all this great brand material comes together into one simple yet important point of sale piece.

Poseidon Diving -A dream assignment

To work with Poseidon has been fantastic. To be part of a journey like this is great. To be able to control every component from strategy to tactical execution is even greater. The result is there to see but it’s just the beginning. As we speak we’re getting ready to initiate social media strategies including presence on Facebook, Twitter, Youtube, Flickr and much more. We’re only just starting.

A common question I get from companies is “How do we get people inside our company to spend time on our intranet”. My answer is always – “make sure you tie your intranet closely to your daily operations”.

Make people feel visiting the intranet has something to do with their work and not only for the fun of it. Only this way will you create the need for the collaboration, socialization and engagement that an active intranet (and your company) needs. This however turns out to be a major problem for most companies since it’s to freaking hard and expensive to integrate ERP systems with existing intranet technologies.

Well – not anymore. Through Mashable I learned today that Salesforce is launching Salesforce Chatter. This is a Facebook lookalike that integrates email, intranet, office solutions, ERP systems and more into one platform built on the cloud concept Force. On top of that Chatter actually lets you connect the real Facebook and Twitter. (Sad for you companies that doesn’t allow your staff to spend time on Facebook and Twitter).

Salesforce, that for example also provides the engine behind Dell Ideastorm and My Starbucks idea and Salesforce CRM has got things wired huh?

Honestly there’s simply no need for any company to keep their building on their own intranet. Press delete and move to something like Chatter and you’ll see people will start to interact. After all, if their not they’re loosing business.

If you wanna stay ahead of the game tomorrow you can simply not stay put in systems that cost a fortune and becomes updated every third year.

Think social media and conversational marketing might be the next train to heaven for your brand but don’t know where to board? Well, here’s three social media marketing models that will make sure you’ll find your station.

If you wanna get moving into the social country of love where conversation rules you’ve gotta get one thing straight. Valuable content is king. Buying a loudspeaker and start tweeting wont get you anywhere. Swedish brands like Comhem and Boxer have effectively proven that just twittering the 140 sign language doesn’t earn you any followers. Every social network will provide you with it’s own possibilities and traps. A well executed strategy is a must or you’ll end up in a minefield.

Here are 3 models by Johan Ronnestam that will guide your brand towards a successful social media strategy.

3 Models That Will Guide You Into The Social Media Landscape

1. The Social Staircase

   The Social Staircase is a model that focus on the overall process. It’s the stuff that pays for your ticket to love.

2. The Social Tool Matrix

   Now you know what kind of presence your business needs. Now it’s time to map the tools to make sure you know what to keep your mouth shut, when to speak and when to listen.

3. The Social Viral Spiral

   This is about speed. Spread that love I’m talking about below. But make sure you do it with finesse and timing. Create a couple of Social Viral Spirals and you’re ready to make out!

How your brand makes good use these three models is entirely up to you. When I’m working with brands within this area I off course spend quite a lot of energy and time on getting it right. But hopefully it will be of value for you without my help. Here we go:

1. Get your strategy right with the Social Staircase

The Social Staircase consists out of 4 steps that guides your brand into the conversation landscape called Social Media

I have outlined 4 steps that make up the Social Staircase. These are the ones I’d suggest you’d use too when you wanna move into the social room.

• Step 1 -Strategy
  Establish a strategy that supports your business. Whatever you do in life you should have a strategy in place that supports your business. In other words this means you should strive to achieve your vision, your goals and making sure you don’t loose money while doing it. This should be your approach to social media initiatives too.You should of course be prepared to risk money since it’s still an early adoption initiative. But still you should strive to measure results and revenues. Sooner or later your boss will ask you what he’s paying for and then that answer should be well prepared.

• Step 2 – Presence
  The mother of all conversions is content. Think about it – when you’re at a party, how long do you think your conversation would last if you didn’t provide any true value. Bullshit or merely staying quiet wont earn you any new friends. Of course some people you’ve known since way back will stay put but sooner or later even them will stop inviting you to their party.

  I haven’t bothered to create any models for this step. It’s a simple rule. Think about you and your business. What value can you provide people with and in what format? Blogs, Video, Photos, Podcasts, Livestreams, Advisory, Games, Knowledge etc. Based on your strategy in step 1 – what kind of value can you provide your target group and potential fans with? Cause that should always be your goal – turning people into fans! If you’ve done your homework this should work like a charm.

  If you’re looking for inspirations. Head over to the Social Media Wiki.

• Step 3 – Tools
  Ok. So know you know that kind of presence you’re after. Then it’s time to gear up. Facebook, Twitter, Slideshare, WordPress, LinkedIn, Scribd, Google Buzz might be the obvious ones. But dig deeper – there’s something for everyone out there and you should consider where your content will do the boogaloo at it’s best!Tools defined? Then move on and figure out when to run with it and when to slow down. Move over to the conversation step, create a set of social viral spirals and get down to business.

• Step 4 – Conversation
  Listen. Talk back. Listen. Talk back. Listen. Talk…This is what a conversation is all about. We could actually call it interactivity. You create valuable content and then once you let it out in the open – listen and learn how to fine tune those spirals of yours.

  (I’ve posted stuff before on the listening part and so have others – that’s of course crucial in this phase. Since neither me or them have posted a tip on Silverbakk then here it is.)
  

  You should avoid creating to many spirals. They will only confuse you. But on the other hand if you got to few you might not hit the right spots. After all, segmentation has been around for ages and it’s not for the fun of it. Segmenting who and how to target your audience is essential.

Let’s move on and a have a look at the Social Tool Matrix.

2. What content goes where – Outline your tactical tools with a Social Tool Matrix

It’s all about structure, planning, organization and control (once you have something to say)

Don’t pick any tool out there for the fun of it and definitely don’t let one person in your organization handle them all. Every tool has it’s own advantages and should be treated that way.

Once you’ve passed the strategy and presence step in the Social Staircase it’s time to map which tools can do the work for you. It’s now time to create a Social Tool Matrix.

The Social Tool Matrix basically makes sure you and your organization analyze and choose a set of social tools that can deliver on strategy. While you’re entering stuff into the matrix you’ll be forced to answer the following questions:

• What tools shall we use to fulfill our strategy?
  Choose your tools carefully. Just because your competitor is riding the wave over at Facebook doesn’t mean you should. Look back at the social staircase. What strategy and what presence should you support?
• Why should we use this tool?
  Publish, interact, spread, buzz, images, video etc. Remember that sometimes you’ll be better off with more than one tool doing the same thing. Video for example. YouTube, Viddler and Vimeo are all about video but have different advantages.
• Who should be responsible for the updates?
  Don’t drop the entire load on top of a webmaster. Make sure your social marketing is spread out horizontally on your organization. The right person for the job huh?
• What’s the naming / domain conventions?
  I use ‘ronnestam’ everywhere I can. What’s your strategy? Think before you act and then keep track of it!
• When can we say we’re successful?
  This is a hard one. People that comment your blog posts. Diggs. Linkups. Facebook recommendations. Re-tweets. SEO effects. Actual sales. You pick your own index but make sure to pick a couple. Both qualitative and quantitative cause they’re both important.
• Can we measure the return of investment (ROI)
  If success was hard this is pretty darn impossible when it comes to social media. Some of you might say it’s not. But isolation of social media effects are hard. One of the few examples I know of is Dells Twitter outlet and that’s pretty unique.
• What social spiral shall we use (this will be defined in the next stage)
  You’re not here yet. But once you get to the next stage of this post. That’s when you decide on the social spirals. Every time you activate a tool. Remember what and what good it does. The Social Spirals will lead the way!
• And whatever more you think should go into the matrix.
  Last but not least. This post is inspirational – not an actual guide. You have to do your homework and your business might need a lot more inside the matrix than my actual example. Get it right and you shall succeed!

Once you got the social matrix mapped you and everyone in your organization is prepared to start the conversation it’s time for one last thing – the Social Viral Spirals.

3. Get viral with the Social Viral Spiral

Choose your tools wisely and start a conversation

Many of you have of course seen Brian Solis Social Conversation Prism.I love it too but it’s more of a wonderful image that maps all the possibilities with the social web than help for brands who are trying to figure out what to do and where to do it. Of course you can do everything and in some cases maybe you should. But what you really need once you’ve got an idea what you can do is a tactical tool.

I’ve created the The Social Viral Spiral for exactly that purpose. Use Brian Solis Prism and then translate the tools and services you need and create your own set of Social Flowers depending on what you are trying to achieve.

What the Social Spiral does is basically define where, what, how and when you should seed that content of yours into the social web. Triggering conversations online must start somewhere and then continue over a series of social networks and tools depending on what your purpose is. Marketing campaigns are in need of a lightning speed spread. Corporate information might not need that spread at all but still needs to go social due to SEO reasons for example.

A brand or company can have as many spirals as they want but I personally think you should aim for 3 or 4 depending on what kind of product and services your brand produce. The purpose of these spirals differ depending on a set of factors and you will probably have to adjust them over time.

Once you’ve got an idea on what kind of content and activities should be matched with a certain spiral you will surely have better chances in succeeding and most importantly you will have moved the knowledge about conversation from a specific employee to your organization!

Things that affect the intensity/speed of your spirals.

• Type of content
• Timezones
• Time of actual publishing
• Internet behavioral patterns
• Where did you act the last time
• Number of followers on Twitter
• Number of friends in social networks
• Amount of social networks where you intend to interact
• How unique is the content you intend to promote
• What brand do you represent?
• Purpose – marketing, operations, news, etc…

Got that wired? Good. Then it’s all about creating that content and spin the wheel.

Right now you might have tons of open questions about this post OR it seems perfectly clear. I really don’t care which since I’ve gotta get this thing published before it consumes me.

Best of luck!

Those are the words said by Phil Schiller, Senior Vice President World Wide Product Marketing over at Apple when speaking about the new Apple iPad. It pretty much sums up what I thing after having followed the keynote given by Steve Jobs today.

The new iPad is a game-changer and I need one now! (you too!)

I have always been a great fan of Dyson. A company truly based on innovation. First famous for their vacuum cleaners they’ve now released a fan (updated) without any blades.

This video below shows people being confronted with the hairdryer for the first time and it’s a perfect example of true innovation and the consequences of it. When was the last time your product made people react like this?

So there you are. Heading a beer brand. You’ve turned into a ‘baldy’ since most of your hair has fallen off due to crazy competition, expensive media investments leading nowhere, a product that is older than your ancestors (I’m talking the ones that lived before we had bikes and shit). Now you want people to drink more of that golden product of yours. What do you do? Advertise? Hell no!

Easy. You stop that advertising stuff you’re doing and launch a product instead. As a matter of fact you launch a bag of crisp to complement your product. Smart as hell. This is exactly what the guys down under at Droga 5 Australia managed to convince beer brand Victoria Bitter to do.

Result then? Better brand visibility in-store very close to the actual beer buying decision. Double your revenues (if it tastes good that is) and on top of that – Salt. Yes, that white little thing that melts on your tongue and makes you crave more…you guessed it..beer!

Now there’s innovative advertising for ya!