Product or packaging?
When I was a young advertising wannabe the following mantra was drummed into me;
We sell benefits not products.
So what does this ad sell?
It's from a campaign by Deutsch to launch the new Ikea in New York.
It doesn't sell product or benefit.
It sells the packaging.
Or is it the packaging method?
I always thought Ikea was about affordable design.
posted by Stan Lee at 9:50 pm
3 Comments:
It's an announcement, not really an ad. I'd cut them some slack.
Hey, what's happened to you on FB??
Am going to be in Melbourne on Tuesday day at this stage, will try and catch up with Lauren, are you up for a lunchtime beer with us?
The packaging (and the fact that you do the labor because of it) is part of what makes their design affordable. so I think it makes sense.
You can see a few of the more fun pieces if the campaign here:
http://askacopywriter.blogspot.com/2008/06/nothing-says-brooklyn-like-cardboard.html
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