This leaflet fell out of my local paper a few years ago. I kept it to use when I run training courses. I ask delegates to analyse what’s good (and bad) about it.
Why did I choose this particular leaflet?
Because you can practically see the brief in its execution. Imagine the conversation in the agency:
“What’s the product?”
“Milk from the Co-op that only has 1% fat.”
“OK, low fat milk. That means light milk. Where does milk come from? Cows. That means light cows. How about a flying cow?”
So the illustrator draws a cow with a propeller on its head…
So the copywriter writes a headline: “A flying cow! Whatever next?”…
So the graphic designer designs the leaflet in a cut-out format that follows the shape of the illustration…
So the propsective customer gets the leaflet in their local paper, and notices that it passes the AIDA test:
- Attention
- Interest
- Desire
- Action
The cut-out shape, and unusual design on page 1 attract Attention.
The cryptic headline captures Interest.
The sub-heading inside generates Desire: “How about a milk where we’ve dropped the fat to only 1% but held on to the great taste.”
The coupon on the back prompts Action: “50p off until 10.07.09.” (As mentioned above, I’ve kept the leaflet for a long time.)
It’s all backed up by brand consistency – the product is called One (with a 1% in the O). The label is purple and white. The cow has purple markings. The call to action is “Pick up the purple”.
It’s a great example of marketing. But not a great example of targeting. Remember, the leaflet arrived in my local paper – but there is not a Co-op for miles around. So I’ve never seen a bottle of One in real life, nor had the chance to buy one.
