Din nou “o ţară de ţărani”Marketing şi olimpism: Şerban Alexandrescu predă istorie

Faza cu Fuborg

arhivă, telalîcuri @ 21 August 2008


O culme în istoria campaniilor Tuborg în România (deja 11 ani…): i-am dedicat o analiză pe IQads.

Sneak peak din articol:

Sloganul “Tu si Tuborg” din incheiere il induce pe “Filip si Fuborg” si, laolalta cu el, ideea ca oricare X dintre noi isi poate avea Xuborg-ul lui.

Evident, a nu se incerca asta cu oricare brand. Ca sa operezi o intruziune de o atare magnitudine in elementele de branding, trebuie ca brand-ul sa aiba placi tectonice solide, bine sedimentate. Nu orice gogoserie din coltul strazii poate s-o faca. Aviz “vedetelor” din marketing, care tin sa faca tabula rasa prin toate curtile unde sunt succesiv transferati…

Comparaţia cu spotul Hamlet-Spînzurătoarea (Amlet) se vrea o comparaţie măgulitoare. Cine se gîndeşte la copiuţă aberează clar.

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