Bottled Exchange Student ?!??
Nestea has a new campaign … Liquid Awesomeness. The website is pretty sweet, but definitely weird. Doubtful it will have a long shelf-life.
Regardless … We’re walking down Broadway last night, look up and see the above poster. Without any context whatsoever, this ad just seems ridiculous. Stupid really! Maybe I’m getting old.
Maybe I’m not. As a designer and brand strategist myself, I always work to consider the environment in which the work exists. Context is so important. And without it, the point can be completely lost. We live in a world where individuals are exposed to a great deal of information … And not everyone is exposed to all the same stuff.
Or maybe I just need to start watching TV! Nahhh, don’t think so.
It seems that television is the “context” some automatically base expectations. But you’d think these days with DVR and the internet, that designers and agencies would realize that the collective public is beginning to gain personal control of their own context. This is changing the way brands must communicate to individuals.
While the base approach for this Nestea campaign is interesting, this approach is not for the general public at large. It should be used only for smaller niche audiences that make up the long tail … Where it resonates the strongest.
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