Endline Research

To follow up my previous blogpost i'd like to show some existing, successful endlines that I looked at which helped me work towards Chase the Taste, and where they fit into the the four models of:

1. What we are

2. What we believe

3. What we offer

4. What we do for you


I started with Nokia - "Connecting People"
 To me this seem to fit directly into model 3, Nokia are offering communication. 


Thomas Cook - "Don't just book it, Thomas Cook it"
 For me this was a clear example of model 1, they're saying they're different. 


Fairy Liquid - "I hardly ever buy Fairy Liquid"
 This endline, celebrating the long lasting power of the washing up liquid is one of my favourites of all time. It might even warrant the use of the word genius. This fits well into both 3 and 4, they're offering longevity of the product and saving the consumer money.


Cadbury's - "A glass and a half full"
This is another 3, offering both positivity with the use of 'half full' and to some extent health, with the insinuation of a glass and a half of milk.


L'Oreal - "Because you're worth it"
Definitely a 4, they're promising to help you fulfill your potential.


Bisto - "Ah, Bisto"
Again a 4, suggesting that you'll gain enjoyment from buying/eating it.


Bounty (The kitchen towels, not the chocolate) - "The quicker picker upper"
A 3, offering absorbency. Good use of rhyme and neology. 


KFC - "Finger licking good" / "So good"
Again a 3, promising tasty food, however the coining of the new endline "So good" also fits into 1 as it came at a time where KFC made their food better for you than before.


Heinz - "Beanz Meanz Heinz"
Another great use of neology and rhyme this endline fits into 1, telling the consumer that Heinz are the first port of call when it comes to Beanz.


Audi - "Vorsprung Durch Technik" 
An offer of german engineering puts this into 3. This also demonstrates the importance of research as this phrase was found in an Audi factory by Hegarty on an advert from 1971, who rebooted it in 1983.

Endline Research

When approaching writing an endline for a project i'm currently working on I was directed towards this blogpost:


http://scampblog.blogspot.com/2008/11/tuesday-tip-no66-how-to-write-endlines.html


It's brief and informative, well worth a read if you're in the same position as me as a copywriter or just generally interested in that kind of thing. 


It was pointed out to me that "the main points are:

• Before you come up with an endline you must be able to summarise what you want to say in 1 word, e.g. ‘explosion’
• Rhymes, alliteration and neology are useful and often effective techniques.
• Find relevant words with double meaning

The models commonly used for endlines are these

1. What we are  e.g. a mobile phone brand
2. What we believe e.g. that communication is essential
3. What we offer e.g. stylish, advanced phones
4. What we do for you e.g. make you look cool"

When approaching these 4 models explicitly with the brand/product i'm focusing on I realised i'd already thought about them to some extent subconsciously, and it's pretty straight forward.

1. What we are - A confectionary brand.

2. What we believe - Flavour is important.

3. What we offer - Tasty, real fruit sweets.

4. What we do for you - Supply an enjoyable treat.

These 4 points made it clear that I already had the '1 word' to summarise what I was trying to say, Flavour. With this in mind and after a bit of brainstorming and a lot of binned paper I instigated the "Zingy language" suggested in the scampblog post above. Rhyme is a great tool in advertising and I was eager to use it.

Trial and error led me down various paths, some more fruitful (or should I say less infuriating) than others. I can't stress enough how useful trial and error is, in my own (short) experience of the industry I've come to see very early on not to stop at your first good idea, there are better ones yet to be seen. 

The campaign so far for the product in question had a lot of focus around a race/hunt and so I tried to bring this in as much as possible.

After a few ideas I settles on "The Juice is Loose", only to discover after some quick research that this was in fact an endline run by Starburst in the '90s.

Here's one of those ads:

This is a good example of why you should always check that sort of thing, there's nothing wrong with taking inspiration, in fact you should take inspiration from everything possible, but nobody likes a plagiarist. It is, however, annoying to come up with something yourself only to discover someone else has already done it. 

I'd tried and i'd made an error, so it was back to trying! After a few more ideas, including "Join the Fruit Pursuit" which just seemed a tad too forced to me, I again settled on another idea.

"Taste the Chase" - I was happy with it but went for a second opinion from the art director i'm working with (who can be found at http://thereisnoboxgt.blogspot.com) who instantly suggested swapping the words around,  and so the endline had been decided.

Chase the Taste

 

Second (and third) opinions are useful, use them!