Brandwidth is an ongoing conversation between a digital marketer and a brand strategist. A compact podcast discussing marketing today, trying to make sense of the good and the bad, and everything in between.
Each episode tackles a different question, posed by one of the hosts without notice. The result is an honest, unscripted and unrehearsed dialogue between two experienced marketing professionals, working in different parts of the marketing and advertising universe.
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Brandwidth is an ongoing conversation between a digital marketer and a brand strategist. A compact podcast discussing marketing today, trying to make sense of the good and the bad, and everything in between.
Each episode tackles a different question, posed by one of the hosts without notice. The result is an honest, unscripted and unrehearsed dialogue between two experienced marketing professionals, working in different parts of the marketing and advertising universe.
Slip Slop Shame: The undoing of Australia’s longest running ad campaign
Brandwidth® Big Ideas on Small Business Marketing
24 minutes 28 seconds
2 years ago
Slip Slop Shame: The undoing of Australia’s longest running ad campaign
Summary:Sam and Dean discuss the long-lasting and memorable Australian ad campaign, Cancer Councils “Slip Slop Slap.” They analyse the recent update to the campaign, which added two more actions, “Seek” and “Slide,” and discuss how it has affected the effectiveness of the original message. Emphasising the power of the rule of threes in branding, marketing, and the importance of simplicity and clarity in messaging, they also touch on the pressure to reinvent and the need for brand guidelines to maintain consistency.
Key Takeaways:
* The rule of threes is powerful in branding and marketing, as three is the smallest number required to make a pattern and is easily memorable.
* Adding more elements to a campaign can make it less effective and memorable, as it complicates the message and dilutes the core concept.
* The urge to reinvent can be overwhelming, but maintaining consistency and simplicity in messaging is crucial for long-term success.
* Brand guidelines and internal communication are essential to educate stakeholders about the importance of simplicity and to maintain discipline in branding efforts.
Quotes:
* “The essence of the campaign was to be SunSmart, and Slip Slop Slap was code for that.” – Sam McEwin
* “In chasing completeness, they’ve broken almost the perfect ad.” – Dean Millson
* “Clear, simple, practical brand position. Tight, relentlessly applied codes that repeat forever.” – Mark Ritzen
TimestampSummary[0:00:28]Introduction to the podcast and topic of discussion[0:01:09]Slip Slop Slap campaign and its longevity[0:03:09]Addition of “Seek and Slide” to the campaign[0:06:14]Rule of threes and the power of simplicity[0:08:36]Importance of alliteration in the original campaign[0:09:42]Possible involvement of an agency in the campaign[0:10:40]The significance of three in completing a message[0:11:29]Mention of Ken Siegel’s book “Simplicity”[0:11:58]Discussion about the head of the agency April worked with[0:12:01]Conclusion of the podcast episode0:11:55Mention of Wyden and Kennedy0:12:05Story about Steve Jobs and messaging0:13:43Discussion on being directionally accurate in branding0:15:03Analysis of the effectiveness of Slip Slop Slap campaign0:16:29Mention of the lack of TV ads for SunSmart0:17:41Pressure to reinvent and update campaigns0:19:22Importance of brand guidelines and discipline0:20:06Need for awareness of when to change campaigns0:21:41Quote from Mark Ritzen on brand position0:23:06Hope for the revival of the Slip Slop Slap campaign
[TRANSCRIPT]
0:00:00 – (Sam McEwin): Sam.
0:00:28 – (Dean Millson): Yes.
0:00:28 – (Sam McEwin): Here we are again. Welcome to another episode of the Brand Width podcast. My name is Sam McEwen. Joining me, as always, Dean Milson. How are you, Dean?
0:00:37 – (Dean Millson): I’m very well today, mates. How are you?
0:00:39 – (Sam McEwin): I’m doing very well, thank.
0:00:40 – (Dean Millson): Good, good.
0:00:41 – (Sam McEwin): So, for those just joining us, this is a podcast about branding and marketing with a bit of a small business bent, as we like to say. And each week, or each month, rather, one of us comes to the studio with a video with a topic and.
Brandwidth® Big Ideas on Small Business Marketing
Brandwidth is an ongoing conversation between a digital marketer and a brand strategist. A compact podcast discussing marketing today, trying to make sense of the good and the bad, and everything in between.
Each episode tackles a different question, posed by one of the hosts without notice. The result is an honest, unscripted and unrehearsed dialogue between two experienced marketing professionals, working in different parts of the marketing and advertising universe.
