August 25, 2003  Copyright Mediaware Infotech Pvt Ltd

THINK PRINT
It was in the 70’s that Absolut Vodka was launched in the USA. It sold just 5,000 cases that year. Ten years later sales zoomed to 2.5 million cases per year. And by the late 80’s the Swedish upstart had eclipsed the venerable Stolichnaya as the best-selling imported brand.

Interestingly, Absolut has restricted itself to print advertising to date. But again, with a difference - in addition to a long roster of familiar publications, Absolut differs from other brands by advertising in unconventional, trend-setting magazines that few media planners have probably heard of, let alone considered. Some titles: Bomb, Details, Paper.

All Absolut campaigns abound with unusual promotional tactics that reinforce the brand’s image as part of an upscale culture; naturally, over the years these campaigns have revolutionised liquor marketing, leading to shameless imitation by competitors. Including arch rival and one-time leader Stolichnaya !

THE APPLE STORY
Which are the apple’s most famous settings?
   Garden of Eden
   Newton’s country place
   Reception of Leo Burnett

Leo Burnett the agency, opened its doors for the first time on August 5, 1935. It adopted the symbol of a hand reaching for the stars, symbolizing its quest for excellence. And in a show of Midwestern hospitality expressed its friendliness with a bowl of ‘red apples’, placed every day in the reception room.

It was the height of folly most wise men concluded, to start an advertising agency during the Great American Depression. Leo Burnett simply retorted, “the only way to go is up.”

So the agency went ahead and opened shop. And the first combination telephone operator, accountant and receptionist, set out the apples in the reception at the first address – 360 North Michigan Avenue.

It wasn’t before long that people were walking out of Leo Burnett’s Chicago office, munching apples. And of course there were some who predicted that “it wouldn’t be long before Leo Burnett starts selling apples on the street corner” !

Sixty-eight years later Leo Burnett Inc continues to create great advertising. And still gives away apples.

DOES IT MATTER ?
In the 60’s Grey Advertising initiated a newsletter simply called, ‘GREY MATTER’. Within the covers of this in-house bulletin was deliciously rich ‘food for thought’.

Copies were delivered to clients, clients-to-be, the press, et al.

The response was so overwhelming that executives from rival agencies cut across competition lines and asked for copies! So much so that soon, Grey Advertising was forced to ask for a nominal subscription of one dollar a year.

JUST ANOTHER STORY
One night, local kids burrowed a tunnel from outside the periphery of the Cummins Inc. plant in Brazil to steal metal scrap.

The management responded by building a school to educate these young boys. This also served as the venue for a night school for their parents.

Impressed with the way their management handled the situation, the workers got together and built a community hall.

What’s this all about? Corporate Social Responsibility (CSR in short) at work. But that’s another story.