The Power of Words: Priceless Copywriting

Calvin Klein is targeting the famously marketing-resistant 20-something consumer group. CK's campaign for its new fragrance, CK in2u, is aimed at young, web-savvy users and, many say, it has badly missed its target.

Underestimating its young audience, and taking misconception to a new level, this fading brand has come up with a phrase for connoisseurs of cringeworthiness:

'She likes how he blogs, her texts turn him on. It's intense. For right now.'

This hilarious piece of writing, while trying so hard to be contemporary, actually reeks of the Seventies (no pun intended).

She likes how he blogs! - so that's what they're calling it these days.

Brand Pup: Stop pimping our brands

I love to lick out a Marmite jar. There are always scrapings she can’t reach. But now they’ve produced a ‘Special St. Patrick’s edition’ Marmite – flavoured with Guinness. I howled!

This type of ridiculous brand extension was brilliantly satirised by The Fast Show. Its Cheezy Peas brand morphing into New Strawberry-Flavoured Squeezy Cheezy Peas was a classic spoof of vulgar ‘edition’ marketing.

Ultimately consumers are confused, even repelled by this kind of hybrid. The cleverest brand managers don’t mess too much with their brands; they know that even the packaging can be a consumer fetish. KitKat, another of my favourite treats, has had a rough ride in the past few years: the decision to ditch the classic paper and tinfoil wrapper caused a sales slump, which surprised no-one except the owners. Worse atrocities have been perpetrated: Mint KitKat, Orange KitKat etc. Result: image dilution, identity confusion.

Now I come to think of it, though ... Marmite-flavoured KitKat. Mmm - that’s something that could work for me ...