Brands naturally use events throughout the year as hooks for their marketing.
And there is one event that many brands try to piggyback on and many fail miserably – Anzac Day.
Why? It’s not that the campaigns are necessarily bad, they are just in poor taste. Anzac Day is a day of reflection and remembrance of those who served and lost their lives at war – does any brand really have the right to associate themselves with this?
How about VB’s Raise a Glass Campaign?
Despite raising $7m for Legacy and the RSL, public unrest forced Carlton United Breweries to scrap their 7-year campaign.
My advice to anyone thinking about connecting their brands with this sacred day … Don’t!
Many have tried, and many have failed. I wonder who it will be this year? I’ll be keeping my eyes peeled.