Dear Cussons

Dear Cussons,

Thank you for fully committing to the opportunity that you’ve spotted…the launch of Cussons mum & me demonstrates that you genuinely have the courage of your convictions – which is an affirming thought for those of us working in innovation:

It would have been easy for you to hedge your bets and go with a half-baked masterbrand-led proposition, waiting to see whether or not there was space for a range of products to take on Johnson Baby and the like.

 

But if you had gone that way, you probably would never have known, as the Cussons brand – although well-known and regarded – would not, I suspect, have been strong enough to take on the might of the incumbent category big boys.

However, the endorsed-brand architecture model that you have selected (and are supporting) stands a much better chance of success, being a far more powerful, although admittedly seriously more expensive, tool with which to disrupt the category.

Now I don’t always argue the case for a House of Brands over a Branded House, but in this instance, I think you called it right.

I do like the insightful premise of your launch ad, but personally find it to be somewhat cliched…and way overdone on the soft focus front.

But as a Dad, I guess it’s irrelevant what I think as I’m outside the target market and will end up doing what I’m told anyway (i.e. using the products that Mum chooses).

Mum knows best.

In fact, understanding that what Dad thinks is irrelevant when it comes to “looking after baby” (what an awful, dreadful expression clearly missing either the definite or indefinite article!) is itself a nice piece of insightful thinking.

Thanks again

Ned

PS – Thinking about new babies reminds me of a comparison that I once heard that still makes me smile:

New baby = attention seeking (and receiving) super-diva film star who is adored and gets exactly what they want, when they want it, regardless of behaviour that would be completely unacceptable from anyone else

Mother = baby’s personal assistant / fluffer / chief-make-up artist with non-negotiable 24/7 “always-on” contract

Father = Runner / general dog’s body whose main job is not to think (except when consulted and only then under the premise that all advice – however good – is highly likely to be summarily ignored), but to do what everyone else tells him to…a role that most Dad’s are happy to fulfil incidentally!

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