Margarine was still relatively new in the 70’s & early 80s and most of the ads focussed on its health benefits. The category was generally seen as negatively motivated with people buying margarine to avoid the perceived health risks of butter. So much of the advertising was plain annoying (eg Ripper Rita).  Mojo took a totally different slant with Meadow Lea and linked it to a positive motivation of reward.  They came up with the line “you outa be congratulated” because they wanted something which rhymed with polyunsaturated – not something easy to achieve.

Sponsored airport gates

Airports are always looking for new ways to make money, improve wayfinding and make the airport experience more enjoyable. This example from Taipei...

Hard Yakka

Hard Yakka

The basic strategy for Hard Yakka ran for around 35 years and involved celebrating the hard working aussie working class.  The jingle, which if I...

Turquoise 2010 colour of the year

Turquoise 2010 colour of the year

Pantone are pretty good at picking colour trends or perhaps its just that people follow what they say and therefore create products in those...

Holeproof Underdaks

Holeproof Underdaks

The Holeproof series was another long-lived campaign concept built around a simple idea - "one day you're gonna get caught with your pants down" - a...