Tag Archives: good advertising

Anatomy of An Insight: Never Say No to Panda


Damn I am getting old, I am not up-to-date with all the different memes at the moment. I also have totally missed this advertising hit from 2010 as well.

Panda Cheese commercials are classic marketing. TV spots build around dramatizing the tagline. Simple approach: Just hammering home that you should never say no to panda. What makes these spots modern marketing is the craft and flair of them. Without the product tagline these would still be entertaining content and not out of place in sites like 9GAG or Reddit.

There is not really any major consumer insight here. If you don´t count that people like to laugh and it is disturbingly funny to see cute animal like Panda behaving like bully and terrorizing people. Too often planners spend time on inventing pseudo-insights like “Eating cheese makes you reminisce and you are actually eating your childhood memories” instead of being truly helpful. Cheese is cheese, make it fun and make sure your brand is remembered. Our field of work is not rocket science, simple is effective. Effective is beautiful.

Different approach and great idea trumps half-boiled consumer insight any day.

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