Coupons - the Next Generation
No matter what kind of economy we are living in - there is always the push to get a good deal. Capitalism is about profit, and profit is this thing that exists on top of real value. If you can find a way to peel back the layers of profit, you're going pay much less for something, whether it is a toothbrush, a microwave, or a new car. Enter coupons.
As a kid, my mom had me take scissors to the newspaper in order to get good deals - but it was always strange to buy something unfamiliar simply because it was being offered at a lower price. Much later I realized the power of getting sold on a brand - something that transcended value in the long run. Because in the long run, that brand isn't always going to be on sale. And the ultimate in brand management is Proctor & Gamble.
P&G has a long and storied history of products, from Ivory to Crisco, to Tide and Crest. That those 100-year old names are still household really highlights the value of marketing. There is an implied promise that brand will continue to deliver quality - and therein lies the importance of the creative team in sustaining that message through different mediums.
teamed up with photography + design team THUSSFARRELL
, along with 2D Photo Productions
, to create the images for this book - it is light years ahead of the newsprint coupons of old. Instead of screaming 'cheap!' it gives shoppers a discount while reinforcing the notion of quality through great photography. Sure, you may take a pair of scissors to the pages, but the brand equity is something that lasts long after all the coupons have been cashed at the checkout. Its a win-win.