Wednesday, July 28, 2010

Reversing the Trend

I feel sorry for the makers of Black Label beer, who were no doubt mystified why their previously low profile beer had a surge in popularity in certain fringe culture bars in Toronto. I met the guy they hired to capitalize on the profits. He developed an edgy ad campaign meant to appeal to the ‘type’ of people who patronized those bars. For awhile the beer’s popularity shot up more, but then it fizzled out. He did not realize those ‘type’ of people ordered Black Label because it was not widely advertized, striving to resist being influenced by marketing.

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