A sweet little campaign we did for DEXTRO energy has had an extra boost by some genius media placement courtesy of Elliots team at AW Media. Buying space on a mixture of flex, specific and general arm twisting. Plus taking advantage of a portfolio of creative executions, led to some really eye catching work. Three stand out moments, The first being Pete Doherty's kiss and tell drugs splash ending with an 'extra oomph naturally' creative followed by an execution with the headline 'uphill battle' being placed next to the Paula Radcliffe bombing out of the marathon story. Finally in true jumping on the band wagon style we had a 'freewheel' cycle imagery spot all over the British teams gold medal stories. You can see most of the campaign HERE
However none of the above is half as funny as watching a bunch of German students really abusing DEXTRO (here) now that is a brand extension.
Fun and games with DEXTRO Energy
Starbucks innovation?
Bland Paul McCartney CD's aside, Starbucks is on something of an reinvention frenzy right now. The new iphone 'order and pay' system is rather neat. Considering the efforts the brand is putting into 'keeping it real' I really think that technological innovation is a better route than trying to re-invent its folksy past. There has been a huge amount written about how the brand was going to refocus and better understand its heritage. BUT the brand can't walk away from the strong feelings it imparts across Europe. It is an American brand. Unlike the blandness of Costa or the almost Italian of Nero's. Starbucks is a grown up corporation, albeit in jeans. I certainly would be warmer towards the outlets if they pushed technological innovation over a reworked pseudo Friends 'local'
Design of iphone interface shown on:
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