It’s not the size of the ad – it’s the words
On my public transport journey to work today, I read two papers – the Sydney Morning Herald and the Daily Telegraph.
Less than an hour later I can only remember one ad.
And it might have been the cheapest ad in the SMH – a 6cm wide ad on page five for Jalna strawberry yoghourt. Happily good copy writing still makes a difference.
Tim Burrowes
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
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That caught my eye too…..and then I thought maybe they only did it to get on Mumbrella 🙂
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Mumbrella was my second thought. First thought was that it doesn’t say anything about the product. Just copywriters showing how clever they are!
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Yeah okay, might be clever, but is it going to sell yoghourt?
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Benster – it says that it’s Australian and that (importantly for yoghurt eaters) it’s pure. That’s enough for me to try it. Especially because it had the impact necessary for me to remember it when I’m next at woolies.
So, to answer you question Beaudacious, (I’m sure you wanted me to), yes it is going to sell yoghurt.
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What a tremendous advert!
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So every other yoghurt in Woolies is (a) imported and (b) impure? Not really points of difference …
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Marketers don’t create ads to get on Mumbrella – common sense! Marketers create ads to generate conversation – job done apparently.
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Clever beats size/spend.
Trott: “Spending is usually a sign of laziness. You make a commercial for a couple of million pounds and what that means is people can’t be bothered thinking… So they get attention with a big budget… if you have no money, you have to be daring.”
https://www.youtube.com/watch?v=n-KSmoruDOE
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I’m lactose intolerant – yet I’m still tempted to give the yoghurt a go after the laughs it gave me. The ad works for me as I’d be more inclined to try it and pick it up next time I was in the supermarket…
As a complete aside, it’s interesting how many spelling varieties there are for yoghurt… http://en.wikipedia.org/wiki/Yoghurt
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Nice to find an ad you actually enjoy reading in the paper.
I reckon they’ll do their job nicely and sell Jalna by the potload.
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Peter Costello – loser who didn’t take his opportunity to be PM. Kevin Rudd – loser who didn’t use his opportunity while PM. Brittany Spears – loser of custody battles to an even bigger loser, K-Fed. Elvis – fat loser who died on the crapper.
What fantastic brand association.
Saying that, they’re very well written.
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@Eek – Leave Elvis out of it!
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Hey don’t diss K-Fed – he was a hotty when Britney hooked up with him
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This maybe an obvious question, but what sort of strife can they get in using KRUDD to effectively sell their product without his permission?
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