Inkspell Marketers’ Alert by Dr. Smitha Ranganathan
Inkspell Media 28 Mar, 2018

Inkspell Marketers’ Alert by Dr. Smitha Ranganathan

Session #09:

The Promotional Bug

Picture this, a group of enthusiastic volunteers giving away free insect-infused ice-cream? They wear t-shirts that read, ‘Why eating insects make sense. Ask Me.’ With value proposition based on “taste of the future”, this is The Economist weekly’s promotional campaign across popular spots of Sydney over the weekend.

Insect-infused ice-cream stalls sprung up across Sydney in a bid to educate people about the future of food.  You get to pick from “Scurry Berry”, blueberry and raspberry ice-cream with a mix of insect bits; “Choc Hopper”, smooth chocolate ice-cream with grasshopper chunks; “Strawberries and Swirls”, fresh strawberry ice-cream with cream and meal-worm swirls; and “Nutritious Neapolitan”, mixed critters in strawberry, chocolate and vanilla ice-cream.

This campaign urges you to nurture a conversation relating to global food sustainability while asking to sign up for a 12-week online subscription with at almost 60% discount promotional offer. While the novelty and shock value have been inertia breakers in this powerful campaign, there has a myriad of onlookers who have reacted with disgust too.

With respect to getting the necessary share of voice, the authoritative weekly has managed it to perfection. With over two billion people around the world already munching down on the crispy critters, can you but stomach it?

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