making the brand easy to buy
Creatives will hate this, and it won't trouble any award shows but I'd put money on it being super effective advertising.
To paraphrase Prof Byron…
'What works in branding is surprisingly simple – making the brand easy to buy by maximising it’s physical and mental availability'.
Combine Old Spice guy and prominent Coles branding (two memorable sets of distinctive brand assets = mental availability)
And I can buy it in Coles (physical availability).
