About Provo advertising stir mostly older consumers who do not belong to the target group, but the menswear shop or at C & A. Luciano Benetton's advertisements have long since dropped out of his shock when the pictures would not reach its main customers - the 12 - to 30 age bracket. "Otherwise," Matt thinks, "would not, the Benetton advertising campaigns of marathon runners among the sweaters."
That the indignation rises with age, also demonstrated a thick binders full of letters, which the German textile entrepreneurs get Otto Kern. In letters that were created on the PC, there was consistently praise. On lined paper and in spidery handwriting consistently expressed protest against the "disgusting display" and "tasteless".
Main theme of the core campaign was the Last Supper scene, which has now been chosen by readers of the magazine Zeitgeist-Max to the best ad of the month. Following a public complaint, the Advertising Council and the headquarters of an action against unfair competition Kern took the motif back just before cashmere sweater.
That took care of publicity. Image made on the first page in three columns, the controversial photo, and even Karl Lehmann, chairman of the German Bishops' Conference, now knows the company with its "disproportionate, something simple originality, wants to shock."
On advertising with biblical scenes core will not surrender, however. Peaceful cowers in a new ad, a calf kept in stables in the trough is a doll in the middle of a beautiful couple poses in core clothes, a donkey looks into the lens of photographer Horst Wackerbarth. Signature: "We hope with Jesus, Mary and Joseph, that there is enough housing for all."
Even the lawyers Kisseler that goes too far. The theme was "unconscionable within the meaning of Section 1 UWG," because, as the Competition at the core, "without any serious reference to your products merely aims to channel the emotions of the viewer with the purpose to draw attention to your business that turtlenecks.
In addition, core "try to be a tin that cloak 'of social enterprise" and to secure "the sympathy of the target population".
Last week, failed Kisseler with its censorship attempt. The Frankfurt Court of Appeals rejected the adoption of an interim injunction: This advertisement did not infringe any feelings, but bring in more moderate, peaceful diction of a social, charitable or environmental concerns crewneck sweater. "
Well Kisseler wants to fight in a so-called main-action against the core, "until the Federal Court." For "core makes it all just to become as well known as Coca-Cola."
This goal is a very small piece of Kaiserslautern closer. Satisfied appreciated his PR agency, MMK is the result: By reporting on television and in print 79.1 million German had heard anything from the Kaiserslautern company - for free. Y
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