It does what it says on the Tin...

The one thing worse than a teaser campaign is a new pack campaign. If you ever feel like doing a new pack commercial do a teaser campaign instead.

Again brand managers spend too long with their products & start to think that the consumer finds them as fascinating as they do. They don't.

So the foolish brand manager wants to share his new pack news as if they had given birth to triplets. They want a new pack ad to announce their arrival in the world. But packs are supposed to work on their own in the shops to attract the attention of grumpy shoppers. Therefore they don't need a separate campaign. It's a waste of money. Cash that could have been spent on building the brand or even on a promotion.

One day a client will ask us to do a teaser campaign for a new pack... oh, we've done it.

Now you would expect packaging agencies to have particulary groovy websites so I have included Claessens Cartils in the headline link. We worked with them in Uzbekistan on a beer launch. I won't say that they were expensive. But their fee to check our locally designed label could have bought 3+ months of TV. They said our label was fine.