Edible Branding Reaches Millions
What can we learn about innovative messaging to low income communities from corporate brands?
Ogilvy came up with an idea to promote the soap – and hygiene at large – at an opportune moment during this year’s epic gathering. Teaming up with 100 kitchens across the festival, rotis were branded with the message Lifebuoy se haath dhoye kya? “Have you washed your hands with Lifebouy today?” – providing a savvy and sustainable advertising avenue while creating a friendly nudge around effective hygiene behaviours in general.
How might we create messaging in novel yet relevant ways in various low-income communities – based on deep, local insights? How might we create messages which engage people right at the point when they need to act upon them?
Let’s explore opportunities for messaging ahead of our upcoming Ideas phase. This will enrich our collective thinking and is likely to trigger more innovative ideas when we get there.
Based on my earlier blog post over at Random Specific
3 comments
Join the conversation:
CommentBettina Fliegel