Don’t buy now: Save 100 percent
If you want thousands to show up for the opening of your new big-box retail emporium, here’s what your ads should say: DON’T shop. DON’T spend.
It worked in Prague.
Related:
Zagnut bars and PBR by the can: It’s the house of misfit groceries
Hannah Robbins says:
August 9th, 2005 at 1:17 pm
The power of negative auxillary verbs. ‘They’ say that if you are planning to go on a diet, not to tell yourself “don’t eat chocolate” because invariably, you will. I am slightly surprised that it as taken those sly marketing communications folks this long to try such a strategy. Also useful knowledge for parenting, so I hear.
Steven Sande says:
August 9th, 2005 at 2:44 pm
Makes me think of the allegedly “brandless” brands like American Apparel coming on to the market, marketed at the marketing-weary. They should win points for being anti-sweatshop, but I expect them to encounter resistance on the marketing front; it feels too planned to carry off any claim to brandlessness. I think of craigslist as a better example, because its beginnings seem more random.