segunda-feira, julho 31, 2006

Coupons of Stella Artois

Os americanos são fanáticos por cupons de descontos. Existem revistas especializadas para satisfazer o apetite voraz deste povo consumista. Esta ação é uma grande prova disso. Criada pela agência Lowe de New York para a cultuada cerveja Stella Artois, estes cupons são completamente diferentes dos usuais. A cerveja Stella Artois prima pela alta qualidade. E cupons geralmente estão relacionados a preço, entenda-se descontos. Quando esses dois fatores contraditórios são colocados juntos, o resultado é óbvio: "Pay More" (Pague Mais). E estes cupons, que foram veiculados em jornais de bairros, ao invés de serem de descontos, eram para se pagar mais por uma Stella Artois. Tudo a ver com o slogan e o posicionamento "Reassuringly Expensive" adotado pela marca em toda sua comunicação.
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