Männer farben nicht. Männer tunen. Men don’t paint. They tune... their hair!

Alcepin was looking for the sharpest customer insight to market their new shampoo for men. After weeks of research the discovery was made. First insight: before men are getting bold they still have hair. Second insight: a lot of those men like cars. After Alcepin combined those insights the result is a unique proposition: Tuning Shampoo!

Audi Redefines Above The Line Campaigning

For the introduction of the new A8, Audi wanted a campaign with high visibility. So Audi redefined the definition of ‘Above The Line Campaign’ for their top-of-the-range A8 model.

And what can be more above the line than the Taipei 101 building? The introduction of the Audi A8 is at a height of approximately 450 meter truly above the line.

Improve the perceived value of your product: call it American.

Even the typical German Pretzel couldn’t escape it. A Pretzel tastes better when it is called American: “Original American Pretzels”. And they are probably right. “Deutsche Pretzels”, who would want those, if you’re not in Berlin.

And if you’re thinking of opening a Pretzel stand yourself, I suggest you start with a level playing field by calling it:“New York Brezeln”. Maybe it’s even a competitive advantage.