Keeping the Message Simple
By: Andrea Trapani
Super Bowl ads are no doubt underway and competition for the best of the bunch will be as fierce as ever. But, as BusinessWeek columnist Jon Fine points out in his column, Coors beer has found great success with a new strategy in this segment — simplicity. The ads point out, again and again and again, that the product is “cold refreshment.” That’s it. No Hollywood production. No prancing Clydesdales. Just the message, pure and simple.
A lesson for all — repetition is reputation, so don’t let your message be diluted.