Clever, “Simple” Planning
In a 2006 campaign for sports drink Gainomax, Saatchi & Saatchi Stockholm identified the banana as the natural enemy to Gainomax in a push to get the product into people’s gym bags. Great yet “simple” Insight.
Though the banana would obviously be the enemy to the entire category (provided the insight about the banana – the enemy number one – serving as a natural “equalizer” for the body after workouts is valid, which it is) I think the tone of voice in this campaign does a great job in differentiating the brand within its competitive space.
“Bananas are for Monkeys”
“What’s in your bag?”
The result? According to Swedish communication industry magazine Resumé, sales were up by 70% in the spring of 2006 with ad spend levels constant from the year before. The category grew by 37%. Exactly how big an impact the campaign has made is impossible to conclude with certainty, but there is not doubt the work has been very effective.
I think the two key learnings to draw from this example are:
1. Clever, (seemingly) simple planning fundamentally unlocks the most powerful insights. In this instance, it’s been a case of identifying a substitute choice – the enemy – outside of the category.
2. Brands that stand for something, believes in something (and by definition thereby opposes/takes a stand against something else) stand out, gets noticed and also demand a certain amount of respect regardless of whether you agree or disagree with their views/beliefs.
I really like the simplicity of the thinking.