THE OCCASIONAL CAN BE PERFECTIn the ‘Finding Your Fringe’ post, I encouraged embracing the insights that were less talked about, but nonetheless real, so that a truly unique positioning might be forged. I gave some examples of “generic” positionings that likely came out of insights ubiquitous to the category. Reading a recent AdAge article on Heineken Light’s new campaign, I saw yet another example:The positioning behind the campaign (Occasionally Perfect) was described this way: "Heineken Light is for occasions that call for something a little bit more unique, special and upscale." I’d argue you could put a brand from almost any category (and certainly many in beer) in that sentence, making it anything but “unique.” (Not surprisingly the subsequent creative isn't exactly breakthough.)The good folks at Heineken have fallen into the familiar, but safe-feeling, trap of positioning broadly around an occasion. It's another reminder that we as marketers need to have the wherewithal to dig into the emotions behind those occasions, finding the “fringe” from which we might find a truly unique point of view and the courage to embrace it.
The Dozen is an eclectic take on innovation, branding, media, strategy and research, brought to you by the creative minds at Egg Strategy.
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