Brands Report 2007
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Published May 2007
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BRANDS REPORT 07COMMON BOND?: Making the most of product placement SHAKEN & STIRRED: Mixing music sponsorship and alcoholic drinks SECRET SERVICE: Still booming WINE • SPIRTS • BEER • SOFT DRINKS Partner ContentDIRECTORY |
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| EDITORIAL | |
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AS THE STORM against irresponsible consumption continues to rage how seriously should the industry be taking the prospect of an advertising ban? And if that doomsday scenario were to become reality, are brand owners ready and able to find alternative channels to communicate with consumers?
This year marks a momentous date in the history of the anti-tobacco lobby. As the UK gears up for a smoke-free future zealous health campaigners are eyeing up their next target, and the cross hairs are flitting perilously between alcohol and junk food. While neither could be described as nearly as damaging as tobacco, both are subject to serious misuse by a sizeable minority, so the threat of restrictive legislation remains high. The need for the trade to take its responsibilities seriously has never been so critical. |
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In this year’s brands report we consider three alternative platforms that are already being used to good effect. Event sponsorship enables brands to engage with their target in an overwhelmingly positive environment; placing products in film or TV confers obvious benefits by association; while a coherent and relevant online presence is becoming an ever more important part of the marketing mix for the brands that are getting it right.
In a commerical environment where growing numbers of consumers are suffering from serious ad-fatigue, perhaps brand owners would be wise to start thinking beyond the limited scope of TV and print campaigns, irrespective of legislation.
Ben Grant
report editor
