Previously on “What I read on the internet”, I wrote about an article I read discussing whether or not taglines still have relevancy. This made me quite sad, because I love them oh so much! And then took a little dive into explaining the difference between taglines and campaigns. This time around I’d like to circle back to the original reason why this article got my attention.
“Are taglines still relevant? Heineken says no.”
This article in AdAge outlines a new campaign, which is deliberately devoid of any tag lines. Their consumer research showed that the relevancy of taglines, and ability to carry a brand and make a connection with consumers, was quite low. So they decided to go a new direction – a direction that didn’t rely on a catchy phrase at the end of the ad. They instead chose to capture the essence of the brand and its values in a strictly audible and visual way, using the final impact being the iconic red star to tie it all back together.
They found that creating a situation – moods and feelings – that portrays the brand as the key ingredient to having the ultimate social connection in different ways was a more effective way to connect with its audience. They boosted the energy level, so to speak, and it is noticeable. A tagline may not always have the ability to do this.
Erin Says …
I think the Heineken approach really is brilliant. It’s different, and creates an emotional connection. But are taglines a thing of the past? I say – absolutely not!
While this method of campaigning has caught on and is in fact very effective, the tagline isn’t quite dead yet. And a lot can be said for doing the marketing research to see if your brand is one that might be elevated by this type of marketing. On the flip side, I’m not 100% convinced they are dead just yet. Think of all of the taglines you’ve come to love and connect with during your lifetime. They’re memorable, and offer a way to quickly identify with the brand. As I mentioned in my last blog, I’m a lover of taglines – always have been and always will be!
Therefore, I’m apt to conclude (and hope) that this new trendy marketing technique is just fad. But of course, only time will tell.