Magazine article Marketing

Adwatch: Tesco 'No Bags'

Magazine article Marketing

Adwatch: Tesco 'No Bags'

Article excerpt

I like aphorisms. They convey powerful pieces of thinking in snappy little sentences, built to be remembered and repeated.

Here is one of my all-time favourites: consumers are more interested in your position than your positioning (I stole it from The Cluetrain Manifesto by the way). And sitting at the top of the Adwatch table this week is Tesco, a brand that has seemingly caught the 'having a position' habit in its first outing down The Red Brick Road.

Tesco doesn't like carrier bags; it believes we should have a similar level of disdain for the damn things and use fewer of them. Of course, this is a win-win for Tesco - it reduces its environmental footprint and costs it less cash - but isn't that what sustainability is all about, ladies and gentlemen?

Supermarkets have been up to this lark for a while, so Tesco isn't exactly being innovative. The real difference is that it is treating it as a position, not merely an initiative, and has created a proper TV ad about it, rather than just some point-of-sale work.

The ad shows us a bunch of much-loved celebs taking their shopping home in receptacles that are relevant to their public persona, rather than accepting a new carrier bag. …

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