Imported beer sales are currently slumping and the product category as a whole is in need of revitalization. For these businesses, branding a brew as German is not going to cut it, and making yourself stand for something more than an imported beer is vital to turning things around. With “The Most Interesting Man in the World” campaign, Dos Equis has done this, growning their business by representing a larger, more interesting idea.
Ad campaigns that revitalize brands do so by reaching people in new, unexpected ways to break down barriers. The same can be said for movie premieres. The first rule in cutting through the clutter is not to be clutter. And that means breaking some traditional advertising rules.
Even though it was a launch campaign, the innovative way the sci-fi movie District 9 connected with its target consumers this summer provides some strong lessons for brands in need of revitalization.
D-9 premiered in August. Instead of running a normal trailer on TV to promote the movie, a different approach was taken.