Dear Arla Best of Both

Arla-Best of Both 2ltr-1ltrDear Arla Best of Both,

Thank you for being unashamedly “inspired” by a similar brand in an adjacent category. And for demonstrating that sometimes the simplest and best ideas are in sitting right before our very eyes – or rather just a couple of aisles along down at the supermarket.

Hovis Best of Both

Whilst I may not necessarily like the ad, it certainly does standout – which is no bad thing when launching a new proposition…just ask Barry Scott over at Cillit Bang.

Arla_ad_1200Thank you for showing us how to play to and piggy-back an existing, well, establishing unit of meaning –  in the form of the Best of Both descriptor, which directly leverages all the hard work that Hovis have done establishing their Best of Both sliced-bread proposition.

And thank you for creating a potential new code with the Yellow cap. It remains to be seen whether you can make it yours and yours alone…or whether the proliferation of colours (purple or orange for the, albeit multi-brand, 1% Fat milk) will prove to be too much for consumers.

The One - Purple Top

Thanks again

Ned

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