Bunnies or eggs? This is a question in the diversity era…

Why bunnies and eggs?

As we read on German news “The Local” published on 30 March 2017:

A big reason for this is that given their reputation for frequent reproduction, bunnies represent fertility and new life, just like eggs do, which are big themes of springtime and the Christian belief in Jesus’ resurrection”.

Why the German news?

The reason is because the German supermarket Netto released the best advert for Easter 2017! It’s a beautiful story of a hen and a bunny that fell in love. They brought to the world a little bunny who laid colourful eggs in the most unexpected moments. It caused him a lot of bullying at school and emotional trauma.

It’s a very emotional ad with a happy ending of course.

Why we mention it?

Not only because it was recognised the best but mostly because it raised a difficult matter of diversity.

Just a week later, on the 6 April 2017 BBC news published an article entitled: „From Pepsi to Nivea: Some of the worst advertising fails”. The list is pretty long and mostly concerns among others insulting of being a gay man, accusations of racism, trivialisations of serious problems and damaging a dignity of a persons used in an ad.

DM2’s conclusion and appeal

Go so far in emotional advertising, however keep the balance and respect other people’s feelings.  Emotions are good drivers for a creative advertisement. DM2’s hint is: use an emotional swing. See below:

Everyone smiles happily at the end, especially during Easter! Happy Smiley Easter!

Sources: https://www.thelocal.de/20170330/viral-german-supermarket-ad-reveals-true-origins-of-the-easter-bunny; http://www.bbc.com/news/business-39511906

About the Author:

DOROTA IWANKIEWICZ, FCIM | Senior Strategic/Marketing Professional | External&Internal Branding Specialist | CIPD & CILEx member Dorota combines 20 years of experience and constant development in the range of influencing people as a senior marketing/strategic professional and a managing director conducting manufacturer's projects. As a senior marketing professional: she accompanies DM2 Agency’s clients to achieve their defined goals, using knowledge and rich resources from neuromarketing, behaviourism, psycholinguistics. Dorota is the author of an educational programme about the art of persuasion, protected by the intellectual property law and implemented by the best Polish universities, and she is a co-leader of business workshops cooperating with the top law’s firm from City London. Her portfolio, gathered for many years, represents examples of effective marketing&PR campaigns eg. VISA, Mastercard, GSK, British America Tobacco, Geberit. She was a leader in European transitional programme (cooperation: Poland and UK) focused on training systems in order to develop employability, improving the labour market according to EU programme Europe 2020 growth and jobs strategy. Dorota is future-focused, inquisitive and open-minded; seeks out evolving and innovative ways to add an irresistible value to the clients/organisations. She consistently leads by example, acts with integrity, impartiality and independence, balancing individual, organisation and legal parameters. EXPERTISE: Leadership and Management | Communications strategy | Negotiations | Neuromarketing | Public Relations | Employer Branding | Employment Law | Psycholinguistics

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