Remember the Tipp-Ex Bear? A campaign that was lauded for its ability to garner millions of views of Youtube, allowed people to interact with the brand and created awareness for the Tipp-Ex and rejuvenated the brand. Effectively, the attempt was to reposition the brand from a routine category to an entertainment category brand. Watch their case study, if you don’t know it.
If the idea was to entertain millions of people for a few weeks, it certainly worked. According to the agency’s case study film, sales went up 30%. Assuming this is true, it was a stunning sales success. However, the question remains: did it solve the business problem in a sustainable manner?
In a world that is more and more digital, correction fluid simply has a more fundamental business issue: no one needs it anymore. And, while the campaign did create awareness, it did not credibly claim a new territory for the brand in which its new role in a digital world became apparent to people. Even after this case study, would you look to office supply companies for entertainment? Probably not. As a result, people still do not know why they need the Tipp-Ex brand.
Along comes Edding, another German brand with pretty much the same problem. Highlight markers, too, suffer from the same business issue as our working lives become more and more digital.
Edding, however, choose a different route. Highlighting text with highlight markers, just like correcting type with correction fluid, is a routine office behavior, not a fun entertainment behavior. Instead of trying to reach awareness through entertainment, it focused on a competency the brand credibly had in analog times and brought it online. In other words, the brand is trying to solve the problems people have at the office and make their lives easier, just as decades before.
With their digital highlighter you can highlight text on website, save articles as PDF, share them on twitter or facebook. The website still calls it a “release candidate” and I hope Edding will include Dropbox, Evernote, delicious and other existing services, if they want people to actually use it. However, strategically, this direction tries to credibly solve for their business in the business they are in, instead of pretending to be something they are not.