Sports and beer were meant for each other. If you watch beer commercials, that’s the impression you get. The beer- sports fan theme is an advertising cliché. Unfortunately, most of the ads are so interchangeably similar that one brand name on a beer bottle could be photoshopped out and replaced with another and no one would know the difference. Most of these commercials feature attractive, young people with bottles of beer in their hands, yucking it up in a crowded sports bar. When you’ve seen one beer-in-bar commercial, you’ve seen them all. Which brings us to the Carlsberg Fan Academy spot, created by Fold 7 agency in London. Like most videos that go viral, this one has a story line that holds your attention and is fun to watch. It’s a comedy sketch, with actors not models, and the brand message for Carlsberg comes through strong, but doesn’t stomp over the entertainment value. The viewers’ delight in getting amusement from an ad, makes them feel good about the brand and want to retweet it to share with friends.
Corporate anthropologists who observe consumer behavior watch out for “workarounds” — solutions that people rig up to overcome shortcomings in the design of a product. These are typically one-off designs that are sometimes ingeniously clever and sometimes humorously strange and barely workable.
In coming up with a Moleskine cover for an Amazon Kindle e-book, Moleskine admits it eavesdropped online when bloggers posted workaround suggestions or wrote wistfully of the satisfaction they got when jotting notes on paper.
“The very idea of this new cover came from ‘notebook hackers,’ who create their own custom-made accessories weaving together paper pages and digital tools,” Moleskine says on its website. “Throughout the web, hundreds of communities and discussions can be found where such Moleskine ‘hackers’ publish their own invention.”