I for one am not surprised. After producing ridiculously expensive Super Bowl ads with little or no effect on sales, I wonder what took the folks at Sobe so long to come to their senses.
Having produced the disaster that was the Tropicana packaging relaunch, the embarrassing support document for the Pepsi logo redesign, and the train-wreck of a campaign for Chrysler featuring Celine Dion, I'm a little surprised Arnell has any clients left on their roster.
But ditching Arnell was just the first step of what hopefully will be a successful marketing reclamation project for Sobe. They've brought their PR, Digital, and promotional firms together in partnership and hold what they call "workshop" sessions where they come up with a big idea for the brand to execute across various communications platforms.
So far, they're saying the right things. "The key to success is we're not starting with 'Here is our TV plan, and here's what we're going to create for it.' As opposed to creating advertising, we're creating content." Angelique Krembs, director-marketing for SoBe was quoted as saying.
The right process won't necessarily guarantee great communications, but it's certainly more likely to achieve success than listening to a charlatan.
Posts
No comments:
Post a Comment