Who says blogs have no influence? Our third ever blog post spotlighted Nila, the food distributors, whose van advertising we questioned ('sexist or effective?').
This is how Nila used to present themselves:
Note the name of the blend, ‘Santa Londra caffe’. Note also the '!' Subtle it wasn’t. Note the lack of any product relevance or integration.
Now it seems the company has completely re-thought their creative communications strategy. Out go bikinis and innuendo, in comes … product-as-hero. Less Nuts or Zoo, more Pukka Pies. Maybe without the irony.
We may never know whether or not WE are responsible for this change of strategy, but stranger things have happened. Here is Nila's new look...
Look at the focus on the product – the couple about to share a beans experience. Note his stylish forelock and the very white teeth. Note the way the tins are turned sideways-on. There’s your intrigue, a touch of mystery.
Imagine the meeting at Nila’s Park Royal HQ. ‘Let’s celebrate product benefits. Our food brings people together. On toast. Beans on toast. Or even tomatoes’.
You have to admire the slogan, 'Nila, the final name (TM) in food service'. Is someone at Nila a crossword fan, just not so good at the anagrams?
It may be a brilliant new strategy, or it may be designed to be so bad the public clamour for the return of gratuitous bikinis?