Feel More Buy More

In the first episode of the Feel More Buy More podcast from System1, we talk with Jon Evans (ex Brewdog & Lucozade CMO) about the Robert De Niro Warburtons Ad and the Brewdog anti-ad. We also discuss the effectiveness of beer brands in Singapore with Xinyu Tok, one of our Senior Associates in APAC.

Show Notes

They say the best marketers zig when everyone else zags. In a world of short-term thinking, hyper-targeting, micro-influencers and activist brands, British family bakery brand Warburtons are doing some defiantly unusual things.

They make one huge campaign every couple of years, run it mostly on TV, bring in A-list celebrities and tell gently comic stories around them. It’s all designed to appeal to as broad an audience as possible.

Their latest campaign, which began airing this week, features Robert De Niro muscling into Warburtons’ bagel business.

On the other hand, you have Brewdog. Brewdog and controversy go together like a summer’s day and a pint of cold, crisp, lager. Brewdog’s latest stunt delivered again – its first TV ad proclaimed as the most “honest” beer ad ever. Certainly, it was one of the most minimal, a static shot of a Brewdog can and the word “ADVERT”.

Crowd pleasers vs disruptors – we’ll look at what the ads were aiming to do and how well they tested.

We also speak to Xinyu Tok, one of our Senior Associates, about the effectiveness of beer brands in Singapore. You can grab the study here.

What is Feel More Buy More?

Feel More Buy More: The marketing and advertising podcast from System1 that puts its data where its mouth is. Everyone has an opinion on the latest ads. So do we at System1. But we’ve got the numbers too – effectiveness test scores fresh off the System1 Ad Ratings database. Every episode the System1 team and their guests talk you through the latest campaigns and the freshest work – and reveals their Star Ratings