Appletiser promotion leaves a sour taste

Apologies for being a little dense, but I’m really struggling to discover the relevance of Appletiser’s much-vaunted £1m designer diamond jewellery giveaway.

According to the upbeat support blurb, this bizarre promotion, “‘will feature peel-off labels bearing codes that can be texted in to win jewellery designed by Tom McEwan.”

You can just imagine the conversation in some swanky London restaurant a few months from now.

“Oh darling you really shouldn’t have” she gushes as the stunning diamond necklace is draped lovingly around her neck. “It’s no trouble my love,” he replies smugly, “I won it on a bottle of fizzy pop.”

According to the support blurb to this suspect initiative, the promotion “will raise brand awareness and boost sales”.

Does Appletiser have such little faith in its underlying brand credentials that it has to resort to such a dubious gimmick? What about championing initiatives that focus on the product’s quality, integrity, personality or provenance?

Or is that perhaps the real problem here? Is this a promotion deliberately engineered to divert attention from a brand that is more froth than substance?

Perhaps responsible agency Steam should be renamed Hot Air!

Ian Hills

Head of marketing

Saxon 1050

London W1

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