Lidl Sneakers: analysis of a marketing phenomenon
Lidl sneakers, Lidl socks, beach shoes in the bright colours of the German brand have made the buzz at the end of this year 2020 in France. On Sunday 27th December 2020, a wind of madness blew through the Lidl shops all over France on Twitter. The genuine storm Bella gave way to a marketing storm that we analyse in this article. Lidl Sneakers: out of stock in a few minutes On Sunday 27th December 2020, Lidl...
Up until My Last Breath: Intermarché’s advertisement that annoys me
Last week, a friend of mine (the excellent Hugues Rey, CEO of Havas) posted on his blog an ad for Intermarché entitled “Intermarché, Up until My Last Breath”. This ad annoyed me and made me question the authenticity of the Intermarché brand and how they communicate. I will explain why and, of course, you have the right to disagree with me. In this case, remember to put a comment at the bottom of the article. Intermarché,...
How will advertising look like in the future ?
A film producer came to my office the other day and wanted to interview me on the evolution of advertising. At first sight it seemed pretty odd to interview a marketer to get insight about advertising, but drew eventually some interesting parallels with marketing. 70 years ago : terra incognita Have you ever heard of the term “terra incognita” ? Wikipedia proposes the following definition : Terra incognita or terra ignota is a term used in...
For its anniversary Carrefour sells at prices of 50 years ago
Carrefour launched last week a advertising campaign on Rome, Italy, that got a broad press coverage. To celebrate its 50th anniversary, Carrefour decided to advertise and sell a series of products at the prices of 50 years ago. A series of vintage ad was produced to sell, for instance, a liter of wine at 0,07€. I first saw this campaign on the Facebook page of a French marketing magazine for practitioners. This campaign generated very positive...
An ice way to promote its products and store
First of all my thanks to David Katz for sending me the pictures he took at last week’s ice Sculpture fair in Yorkville, downtown Toronto, Canada (more details here). Such fairs exist in many countries (at least countries with temperatures allowing such events) and it turns usually into an Art contest. It is therefore pretty unusual (at least for me) to see a store promoting its products by presenting a dedicated ice sculpture into such a...
New trends in advertising techniques
The advertising industry is undergoing deep changes; on the first hand technological changes which lead to the raise of digital advertising; on the other hand legal changes in France which will change the landscape and the habits of advertisers. The existence of the famous 4×3 format is for instance at stake. A bill to be voted as a part of the “Grenelle 2” project proposes to ban the 16sq.m format and to allow 12sq. m at...
Happy New Year
It’s time to resume posting. But first of all, allow me, on behalf of IntoTheMinds, to wish you a happy new year. I hope 2012 will be for you an inspired and inspirational year. We’ll start the year with a brief post about merchandising and brand alliances. While in Rome in December and January I was surprised to see that the top-tier streets around Piazza di Spagna, home of luxury brands, were decorated and kind of...
The clichés of Lavazza’s advertisement
Look at this advertisement for Lavazza; it’s full of clichés about Italy: the macho man with his tee-short, the dominated woman. What I prefer however are the clothes on the clothes line in the background. It’s well worth a coffee, isn’t...
An original slogan is all what you need …
A business’ success is sometimes (not always) associated with an impacting slogan … here’s one I saw last winter in New-York: “ridiculously...
