Cravendale’s Epic Straws: a simple work of marketing cleverness (and bravery)
26th September 2012

Cravendale’s Epic Straws: a simple work of marketing cleverness (and bravery)

Cravendale. Those of the Thumbcats.

Now they’ve come up with a new cunning plan. Epic Straws.

It’s one of the simplest pieces of “coupon collect” that I’ve seen. But unlike most “send 10 coupons” prizes, these have really got people talking – to the point that, who knows, there might be people buying the product simply to get their hands on the prize incentive.

Which is so wrong and yet, if you’re a Cravendale marketer, so very right.

Here is what they’re all about …

The reasons that this is remarkable are manifold. But most of all that an ad agency has come up with a cute branded product as a giveaway (with a notional relationship to the real product they’re trying to sell) and has then managed to create talkability by marketing that invented product in a way that ultimately supports sales of the thing they’re sposed to be selling.

And if you can get your head around the logic of that one and don’t argue that it’s another product of a modern marketing landscape then you’re barking. Simple as that.

Last week the team at Hope&Glory wrote a book about the best lockdown creative campaigns from around the world ...
This is a stunning piece of video as Alexa Meade's two dimensional dancers come to life in glorious 3D ...
Enter the dark world of fingerboarding and follow the dedication required to rise to the top of the game ...
If you're going to watch any Trump inauguration pastiche, make it this one from the folks at Bad Lip Reading

We use cookies

Cookies help us deliver the best experience on our website. By using our website, you agree to the use of cookies. Find out how we use cookies.