One student asked me why Giordano re-uses its frog logo from ages ago. I said I know don't know. Really ! Giordano is a value-for-money brand. If it prints its logo onto the T-shirts and jeans, be it the frog or anything that says "Giordano", will sales increase ? Probably not. Giordano is a brand you wear but you don't want to admit. It's not a brand like Nike or LV that can uplift your image after all. So if it puts the frog back onto its product, there may be adverse effect on its sales. I haven't visited its store at the time of writing but according to its website, it hasn't added back the frog to its products. I wouldn't do that either. So what is the point of having the frog back in its print and advertising materials ? To remind us of its good old days ?
Seen the new TVC of Lipton ? No ? It's alright it is very brief. The messages of the TVC are more spelled out in this double-page ad. The intent is quite clear. Tea is mature, saturated market. As the market leader, how do you increase your sales ? Attracting new users is one of the means. Using a Japanese buzzword, Hirameki, it attempts to attract new younger user into the market. Hirameki, as said, means "get inspired". It is claimed that you will get inspired by drinking Lipton because tea has Theanine which promotes brain activity. Look, are all these appealing to the younger generation ? It is questionable. They'd rather drink Red Bull which has similar benefit with a hipper image.
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