Magazine article Marketing

Flymo and Qualcast Switch Style

Magazine article Marketing

Flymo and Qualcast Switch Style

Article excerpt

Flymo and Qualcast switch style

With fewer and fewer cuckoos around, proof that spring has arrived came this week when the first lawnmower ad hit out TV screens.

This year Flymo and Qualcast claim that the warfare of past campaigns is over - which is just as well as the two rivals appear to have switched clothes.

Traditionally Flymo has been seen as the lower end product whose unique selling point was that most of its mowers glided over the lawn supported by a cushion of air. Ease of use and speed were the main themes of its ads. Last year the "Why Slo-Mo when you can Flymo?" strapline illustrated the point.

This year Flymo's agency, Saatchi and Saatchi, has produced three TV ads which associate its products with the landed gentry. The full range of Flymo products is shown and emphasis is replaced on quality of finish - an area which Qualcast, with its striped lawn motif, regarded as its own.

Qualcast's marketing director, Peter Dimeloe, is unimpressed: "It's an interesting development, but with an area like quality of finish it becomes a question of credibility, and I'm not sure Flymo has that."

Yet Qualcast has taken a few advertising U-turns of its own with its first campaign through Burkitt Weinreich Bryant Cients (BWBC). …

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