- Index hide
Resorting to books as a creative strategy is one of the most important bets in the publishing market and it reminds us of how valuable communication is from audacity.
Raising new creative resources is a constant in the advertising market and Zwan has discovered the guidelines that are followed in this regard.
A tremendously important element today has to do with the way you communicate with the consumer.
Zwan is one of the leading brands in the supermarket cold cuts aisle and on this occasion it launched an original strategy with which it sets a very valuable creative background and is to generate more valuable creative elements every day.
The brand’s commitment is not wasted, since it involves actions that seek to communicate in increasingly daring ways with the consumer. These efforts are patented in increasingly important elements such as generating guidelines from which it is possible to establish a benchmark in the market as bold brands, that is, they are taking unexpected actions to achieve stand out to the consumer.
Undoubtedly creative proposals
The market launch of a book is always good news, but it becomes a great creative lesson when we realize that the mind behind an initiative of this level is a brand.
As part of the commemoration for the Fight against Breast Cancer, Zwan launched a commendable campaign that aimed to support this cause in collaboration with the Red Cross and as part of this measure the book “The voice of an account, the history of many ”.
The creative weight of this brilliant foray into the publishing market by Zwan was carried out by Juan Carlos Guerrero placeholder image from HARE / Lateral Thinking.
“We apply strategy, innovation and creativity in all its forms for a common good”, explained the creative when presenting this work that has no waste and if he warns us of the level that the agency has had with its client Qualtia, as well as with other accounts such as Concha y Toro, Hesstia, Mobiik and Vestas.
“This year we decided to take the brand efforts further, break with what we have always done and bet on a unique idea. This is how we began the realization of this beautiful project: a valuable document that reminds us, through the voice of these brilliant women, of the great responsibility we have as a company and society to support them in their fight against this disease, “he explained in his moment Ariel Gómez Martínez, Qualtia Marketing Manager.
Innovation in creativity will always be a step to follow and an opportunity for brands to achieve new strategies from which the effort to communicate with transcendence can be patented.
Staying in the consumer’s memory, achieving creative actions that transcend and activating the brand in public relations with mentions in the media, by focusing the communication of its campaign on a product that manages to stand out and become a brand benchmark.
Books as an advertising strategy
This is not the first nor will it be the last time that we see ad campaigns focused on a book. In fact, many brands have opted for publishing books to identify themselves with the consumer through narratives. And it is that the stories are more relevant than ever today, since the consumer values plots that have no waste and if all the potential of being able to communicate.
Brands like McDonald’s have even brought books to their famous happy boxes, thereby establishing new guidelines for consumer interaction and, most importantly, products that break with the typical consumer stereotype.