Is it strategically relevant?
For many years, Coco Pops has been a favourite cereal of little boys and girls across the UK. And each time the World Cup hype builds, it releases its Jungle World Cup advert. This year you can get football stickers with promotional packs.
Working cleverly around strict rules against mentioning the World Cup unless you’re a fully paid up FIFA sponsor, Kellogg’s appeals to each generation of footie-mad boys and keep them with the brand as they grow. Job well done.
Not so well done – eco-friendly brand Lush missed the mark by a mile with their recent, heavy-handed campaign. It was an apparent exposé about police spies who are ‘Paid To Lie’.
Lush sell soaps. And shows no sign of branching into the political arena or state policing. So why did they create such a provocative campaign? The slew of in-store complaints and 1* reviews on their Facebook page telling them to stick to what they know says it all.
If the issue at hand does tie into your brand’s goal for the future, get involved. If not, it could seriously confuse your brand image.