Jellybeans over and over

I often have digs at promoters and agencies that repeat the same competition over and over again. I think people like variety, but this isn't always the case. In the early 90's I remember when Dulux started their 4 litre jellybean tin promotion.

I thought this was quite novel at the time. At the end I hated jellybeans more than I hated painting. But it was a cool idea, and I wonder if it had tipped me over the edge to buy their product in the first place.

Over the years, I've seen the promotion appear again and again. And I wonder to myself that it must be a no-brainer for their marketing team rehashing this every year. Then again, if it works for them you'd be extremely brave or stupid to suggest running with something else ... especially if it tanked.

But think about this. Jellybeans. Have you or anyone you know ever actually gone out and bought a bag of jellybeans? Not for a kids party, just off your own bat?

Yet as part of a promotion, all of a sudden it sounds like a great idea and you're drawn into it.

I haven't changed my mind on variety, but maybe there is a time and a place for repetition.

Yours Comp-letely,

Craig Seitam 30/10/09

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