Pascall has changed the recipe of its Milk Bottle lollies and removed the milk. And as is the case with most changes like this, customers are unimpressed with the new taste—and the concept.
As brands try to rise above the rabble and somehow etch themselves into the minds of consumers in a positive fashion, experiential marketing—and the associated brand generosity—is becoming much more prevalent. And, as the multi-faceted Great Pascall Road Trip campaign shows, these experiential elements are increasingly becoming the glue that helps bind major promotions together.
…Publicis Mojo and Waitemata films send Kenneth on a radio-controlled journey for the Auckland City Mission’s winter appeal, DDB NZ create a semi-internet meme with its new Pascall Swirl campaign, Tracta launches campaigns for the New Zealand Credit Union and Hawke’s Bay Rugby Union and Sean Fitzpatrick promotes full credit checking.