How a green, climate change-denying blob became the perfect case study for binning your brand bible
After a Polish telco bought the rights to his bizarre, politically incorrect, ukelele-playing cartoon character Mr Pipik; Sheldon Lieberman realised how vanilla Australia’s marketing landscape had become.
All agencies know the best ideas often fall at the first hurdle. We present a gem of a campaign that would cut through all the noise and be loved by customers. The marketing team love it and everyone gets excited.
But then someone has to take it upstairs and sell it to the powers that be.
They know their job could be forfeit if they take a risk and it fails. So, bit by bit, the brilliant idea becomes vanilla, they wheel in the brand bible, de-risk and slowly dismantle everything that made it great in the first place.
That’s really insightful.
Why hasn’t every brand just created cartoons before?
Maybe Walt Disney was onto something…
All well and good for YouTube views and Facebook fans, but would love some more insight into how the campaign has actually impacted sales and further penetration of the brand within it’s market?