Butz's moth: Migros advertises for Coop
The Coop decorator should clean up in front of his store. Denner advertisers are expecting far too much from consumers with this kind of wordplay.
Let's assume you are interested in advertising, then you read that Denner, i.e. Migros, is guaranteed to be small in the Prix and that the poster is in front of a Coop branch. Up until my editorial deadline on January 16 - I'm in the USA - I've seen such a poster in front of the Aldi with the unspeakable and incomprehensible sentence "Für ALDI rechnen können". There is probably a stand in front of the Spar with the text "Spar besser bei uns" or "Wir können ein Lidl singen".
There are certain puzzles called "Thinking around the corner". This advertisement, a full page, 4-color, is doubly thought around the corner for the consumer who shops at Denner. My analysis: The fact that Coop has grouped its cheaper products under the heading "Prix Garantie" should be known immediately. This gives me the opportunity to understand what Denner is trying to tell me with this statement on the street display "Prix Garantie small". Aha, what's the difference? At first I thought it was comparative advertising. But as you can see, Denner is only suggesting that it is cheaper. But the prices aren't lower, they're just lower.
We have learned from an older example of detergent advertising that "Persil, nobody washes whiter" was intended to make consumers believe that the competition does not wash as white. Legally, however, this is not the case. Rather: Everyone washes as white as Persil and no one washes whiter. Accordingly, this was not comparative advertising in legal terms.
Actually, I've already let my moth out, but I've discovered another one.
Coop says that they are a store for me and you, i.e. one for everyone, just as Denner is one for everyone. Migros does this at least one M better. Incidentally, Jägermeister was also an A420812 for everyone. Whether Spar, Aldi, Lidl and our three Swiss grocers in print advertising: all are about as boring with crossed-out prices, percentage signs, discounts, packshots and banging headlines). Migros is ahead in the TV commercials.
Consumers who are looking for a prix guaranteed smaller will cross the border anyway. They are not stupid. New advertising concepts with more content for a psychological preference are now required. The upshot is that Blocher has probably shot himself in the foot.
Theophil Butz, once a star advertiser (Ringier), now an inspirer and, from now on, a mocker. "Not an easy role, but a necessary one, which I perform here every 14 days." Please send any relevant information to [email protected].
