Big advocacy generating ideas
March 26, 2008 by wordofmoss
I post regularly on this blog about the new techniques that brands are adopting to leverage advocacy. I haven’t talked much however about what lies at the heart of every highly promoted brand - a big brand idea.
This weekend I was introduced to Monkey at my local cinema. Monkey, for those who don’t know, is the PG Tips character … and Monkey has just made his first feature film! In the film, Monkey takes you on a journey of discovery as he finds out about the role of the Rainforest Alliance and how they are helping PG Tips ensure that all of its tea suppliers meet their sustainability standards.
Beyond any doubt this is a big brand idea. At it’s heart is something you can care about, the message is delivered in an engaging and entertaining way and there are lots of opportunities to get involved, buy the merchandise (DVD’s and T-Towels are coming to a Supermarket near you) and sing the praises of the brand. First class stuff. It’s turned me into an advocate!
