Page 58 - index

weirdworld
ofmarketing

glancing at marketing askance

Glass manufacturer
capitalises on nostalgia for

milk home delivery

A touch of nostalgia for fresh milk in bottles, a petrol forecourt flash mob and the
café that’s also a petting zoo. It’s all in the weird world of marketing!

A TOUCH OF NOSTALGIA, IT and dare we say, more magical,” the attendants. But no official confirmation
seems, is never out of place company said. “There’s just something has been forthcoming.
in a marketing campaign. special about glass. It keeps what’s
Glass manufacturer Consol certainly inside it cooler and fresher, and because HONG KONG BUNNY CHOW
seemed to think so when it unveiled a it’s pure packaging, it contains no Around the world, coffee shops and
campaign in August that harked back chemicals so it never alters the taste restaurants have realised that good food
to the days when a milkman delivered of its contents.” and efficient service aren’t always enough
fresh milk in glass bottles to many to give them a unique selling proposition
homes in South Africa. ? and keep customers coming back.
The message was
For the uninitiated (or those too that things taste In Hong Kong, where people often
young), you placed a plastic token in better in glass live in apartments too tiny for pets, a
each of your empty milk bottles, left café has hit upon the idea of keeping
them outside your door or gate – and FORECOURT SURPRISE rabbits on site so that adults and
in the morning lovely new bottles of Speaking of surprises … filling up children can interact with them while
milk were waiting to be added to your with fuel can be a chore, even though enjoying a coffee or snack. Appropriately
morning coffee. It’s an idea that now in South Africa our forecourt petrol called Rabbitland, the outlet has 12
seems ridiculously quaint in an era attendants provide some of the furry friends and there are strict rules
when anything left outside your property friendliest customer service around. for interacting with them, including not
is likely to be stolen before dawn! pulling their ears or picking them up.
But motorists pulling into a Cape Town
Consol’s campaign – dubbed Engen garage recently had their day According to the Hong Kong
#BringBackPure – saw glass bottles brightened with a forecourt flash mob of authorities, the territory is one of the
full of milk being delivered to selected petrol attendants, who entertained them most densely populated places in the
homes of surprised consumers in with a rousing dance routine to the song world. The average density is 6 690
Johannesburg and Cape Town. As an Burnout by Sipho Hotsticks Mabuse. people per km², which can rise to a
added twist, those who received a massive 57 250 people per km² in
bottle could also nominate a friend The slick nature of the video and some districts.
to be given one as well. the dance moves suggests a clever
brand activation by Engen rather than Given the difficulty of keeping pets
The idea wasn’t to promote a return a spontaneous performance by real-life in such circumstances, there’s strong
to the ‘old days’ of milk delivery, but demand for places where people can
to emphasise that things taste better interact with pets and Hong Kong also
in glass. “Put it in a glass bottle and has several ‘cat cafés’ run along similar
suddenly it’s more delicious, fresher lines to Rabbitland.

56 strategicmarketing October 2016 – January 2017