The Motz von Butz: The traditional costume look as an image killer
Here's my point: In my opinion, old-fashioned products won't take the market by storm. After all, equating Berlitz with being stuffy isn't a good message.
The first impression is the lasting impression. Especially in advertising, where a message has to be understood or not understood in seconds, it is fatal if it leaves the wrong impression.
One example: If a dairyman can talk to the natives through a Hawaiian shell because he has attended Berlitz language school, that is prima vista a funny implementation idea. However, a superficial look at this tramp poster makes the whole thing seem rather rural, i.e. Berlitz equals bünzlig.
The secret recipe for Tilsiter, or Appenzeller after all, has taken a back seat in my cheese rankings. The campaign with these stubborn boys in traditional costume has at least been carried through consistently. But at the end of the day, this country boy image sticks. Ramseier apple juice causes the same problem for me. The two Alp-Öhis who advertise for Switzerland Tourism are very popular and famous, but secretly they also give Switzerland a cowpat image. I don't even know why the commercials are broadcast on SRF. They should be shown in China or Japan. Maybe they do. But I wouldn't get this cowpat impression there.
My theory: If an old company articulates its age or tradition too often, then even 50-year-old companies are old. And old is not considered modern in advertising, not even chic can be old. Let's take a closer look at the family business Hermès Paris. Hermès (founded in 1837) is one of the top modern labels in the fashion business today. You should definitely take a look at www.hermes.com. It's fresh, cheeky and young, not at all dusty. Back to my theory: as you call into the forest, so it sounds back. We know how easy it is to develop an original idea. But the difficulty of finding out whether it hits the right note is an art. That's why the Senn with the Hawaiian scallop is an original idea, but hits the wrong note. Nespresso is a good product idea, but would not be so successful without the bold and over-styled distribution idea and the ingenious, unimportant advertising figure George, who hits exactly the right tonality.
What do we learn from this? There is a very fine line between falling off or being misunderstood and the goal of reaching the summit if possible. 90 percent of the advertising I come across will never reach this summit. Several readers of my column want me to grumble much harder against advertising dilettantism. Motz. Motz. Motz.
The "Performer of the Week" had not yet taken place by the editorial deadline.
Theophil Butz, graphic designer, advertising agency owner, inspirer and, for more than three years now, also mothballs for Werbewoche readers. Please send any relevant information to [email protected].
