Cherryflava

101 most influential people – that never existed

Posted on 19. Oct, 2006 by Jonathan Cherry.

7

How many kids has the Marlboro man inspired to sneak a ‘taste of the ranch’ behind the walls of the school shooting range?
How much in merchandise sales is Luke Skywalker worth?
What percentage of South Africa’s annual GDP is Father Christmas responsible for?

These figments of our imagination command serious power – more than the UN and the South African police combined.
Wars have been fought because of Buck Rogers’s apparent affair with Wilma.
Our shock is that the Easter Bunny didn’t crack the list. No. 1 is the Marlboro man – no.2 Big Brother?????

Watch for Vodacom’s meerkat and Robert Mugabe in next year’s list.

Full list after the jump…..

[...]

Why Perrier?

Posted on 19. Oct, 2006 by Jonathan Cherry.

2

Before bottled water became something you used to nourish your planets with in fear that the tap water would kill them, there was Perrier.

This was the stuff you saw the rich people in the movies drinking.
Back in the day – you were either French or completely mental to order a bottle of water at a restaurant.
Evian was probably there as well, but Perrier was the business.

We still thought that until about 20 minutes ago when we saw this, their new print ad.

This is the exact reason why you learn about brand ‘positioning’ in your first day at brand management school.

There’s apparently a 2nd ad that says ‘Scarier’, with a rollerblading man pouring water over his head while cutting his hair.

How the mighty have fallen.

[Via Copyranter]

Hot or Not for product design

Posted on 19. Oct, 2006 by Jonathan Cherry.

1

To be frank, market research and focus groups are very old school.

Makes us wonder how much creativity has been killed off because the lady with the blue rinse didn’t like the idea of a nuclear missile with the South African flag printed on the side of it.

Kancept beta lets you post your ideas for either praise or malicious slander by those who view it.

And with that – boom – another couple of business models bite the dust.

Website: Kancept
[Via Core 77]

Sony Bravia’s new ‘paint’ ad

Posted on 18. Oct, 2006 by Jonathan Cherry.

6

Following on from Sony Bravia’s great bouncing balls ad – where the advertisers apparently released 250 000 balls all over the streets of San Francisco and subsequently caused thousands of dogs to completely lose their minds – the company have followed that one up with ‘paint’.

The idea is a simple, yet effect one; launch and explode thousands of litres of paint to create a type of daytime fireworks that looks flippin’ special. What we would have paid to be on this set.

Shot in Glasgow, the new ad took 10 days and 250 people to film. After the filming it took 5 days
and 60 people to clean up every drop of paint– which was a
special non-toxic water-based blend, which was easy to scrape-up once
the water evaporated.

See the new ad here. Stunning.

More:
Sony Bravia ‘balls’ ad – YouTube
Photo’s of the new set – Flickr
Crew video (the making of) – YouTube
Sony Bravia advert (the soundtrack) – The Muso

Honda’s cheap jet

Posted on 18. Oct, 2006 by Jonathan Cherry.

1

By 2010, our traffic problems may be solved.

Not by slow, daft trains or better roads, but because Honda are extending their brand range to include a cheap jet.

The new Honda jet is for sale at US$3.65 million [R27.15 million], which is cheaper than a garage in Clifton.

It will be the fastest and most fuel efficient aircraft in its class with
a 420 knot cruise speed, a range of 1180 nautical miles, and a 30-35
percent better fuel efficiency at cruise speed versus other jets of
comparable performance.

Nothing says ‘we rock’ more than you’re own branded jet. They’re taking orders now.

HondaJet sales begin for 2010 delivery – Gizmag
Honda’s new jet to sell for less than rivals – Bloomberg

Camera shrine

Posted on 17. Oct, 2006 by Jonathan Cherry.

0

More innovative camera outdoor advertising, this time for Canon.

[Found at Coloribus]

Previously:

Busvertising – Cherryflava

Cheetah Power Surge energy drink – just wrong on so many levels

Posted on 17. Oct, 2006 by Jonathan Cherry.

1

Got too much cash that needs to be taken care of?
Get yourself an energy beverage brand.

Throw heaps of money at marketing it – to try wrestle some kind of share away from Red Bull, hire an ex-celebrity, that nobody under the age of 30 has ever heard of, (even though your target market is clubbers aged 12 – 21) – and you’re laughing. Money gone.

Here’s a good lesson in WTF.

Cheetah Power Surge energy drink [in no way connected to the Bloemfontein-based Currie Cup 1/2 champion rugby team], have hired Ben Johnson, the world’s fastest man before a high-profile doping
scandal effectively ended his career after the Seoul Olympics in 1988, as their brand spokesman.

Who?

See, Ben took drugs to be a world champion sprinter, and then got caught and was labeled – a cheater.
Now, the CEO of Cheetah Power Surge energy drink has identified the irony…and employed Ben as a bit of a brand joke.

Once a cheater, always a Cheetah. Get it?
Now if you drink Cheetah – you too can be a cheater, but legally.

Damn – Frank D’Angelo, president and CEO of Toronto-based D’Angelo Brands should be knighted for this gem.
The other sad thing is the BrandChannel have done a whole feature on this lesson as a kind of marketing case study. Huh?

Did we miss the lecture where this kind of stupidity was tagged as good?
Was an endorsement by Floyd Landis too expensive?

No – don’t do that. Naughty.

Cheetah Power Surge- breaking all the rules – BrandChannel

Previously:

Cocaine energy drink – Cherryflava

HP’s borrowed creativity

Posted on 17. Oct, 2006 by Jonathan Cherry.

2

Well, well, well – what have we here?

Local blogger, Triggermap – kindly focused our attention on the remarkable similarity of the new HP print ads to the cover design of Jonathan Safran Foer’s second novel, which as far as we can work out was designed in 2004 by these guys. [book cover on the left, HP rip-off on the right]

As it turns out, the print ads are all part of HP’s global campaign to make PCs sexy and desirable. You might have noticed the new TV spot for HP, featuring Jay-Z talking about himself. Other spots in the campaign feature gold-medal snowboarder Shaun White,
hip-hop producer Pharrell, and Dallas Mavericks owner Mark Cuban.

The idea behind this current campaign is to create, from scratch, a
personality for the brand—preferably one that appeals to college kids.
(Both because they buy a lot of notebooks and because it’s good to lock
in brand loyalty at an early age.)

Tech + hip hop icon / supermodel / sports star endorsement is nothing new. Apple had the idea of celeb computer sexiness boosting with Gisele Bündchen and 50 cent.

Coincidence – or should HP be looking for a new agency with more original creativity?

See:
HP’s Personal campaign
The celebrity laptop – Slate
Extremely Loud and Incredibly Close – Amazon