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A Purely Pure Brand Ad – And Why It Works

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If you didn’t know this brand, you’d be none the wiser having read this advert. It is as such a lovely example for why this type of advertising can only work for established brands or those who can pre-empt or follow-up with a campaign that creates the connection and link to the brand and product.
It also showcases how it has become common practice for companies to utilise charities to make a statement, show that they care, support and ‘give back’ — the essence of corporate responsibility.
For this particular brand it works because it doesn’t try too hard, it doesn’t even attempt to obviously mix this fundraising initiative with messages about their product directly, and it visually speaks the language of the brand, adding to its story and its roots rather than trying to be controversial/contradicting for the sake of some short lived attention.
Even in their choice of charity, the brand positions itself among a certain demographic and engages without pushing the product directly.
That’s the magic adverts as good as this one come with in the long-run.
Something to aim for…

advertising, Branding

Comments (0)

  • The brand has got the tone just right. A mass market brand can do this, because everybody knows them – a niche brand can also do it because the cognicenti know the brand and can feel warm and smug that it’s talking just to them. There’s also an emotional connection between a snowy mountain and a glass of malt that turns this into a narrative. Thanks for posting.

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